Identification of Web User Segments Based on Beliefs about Online Ads

Autor:	V. Aslihan Nasir
Rok vydání:	2017
Předmět:	business.industry Online participation media_common.quotation_subject 05 social sciences Perspective (graphical) Advertising Online advertising Human-Computer Interaction Identification (information) Marketing management Management of Technology and Innovation 0502 economics and business Trait Personality 050211 marketing Big Five personality traits business Psychology 050203 business & management media_common
Zdroj:	Journal of Internet Commerce. 16:231-254
ISSN:	1533-287X 1533-2861
DOI:	10.1080/15332861.2017.1317162
Popis:	Online advertising has been one of the fastest growing industries worldwide, due to the increased number of Internet users. From the perspective of marketing management, identifying the profile of web users who click online ads will enable designers to create better online advertising campaigns. Hence, the main objectives of this article are (1) to segment web users based on their beliefs about online ads, (2) to identify personality traits of each segment, and (3) to investigate attitudinal and behavioral differences across segments about online ads. Data were collected through an online survey and by using cluster analysis, web users were segmented into three groups based on their beliefs about online ads: “Supporters,” “Neutrals,” and “Opponents.” Personality trait differences as well as attitudinal and behavioral differences among three segments were examined and significant differences were found in terms of their personality traits, such as variety seeking, market mavenism, and innovativeness.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e4187e472a02fb8514570c034fba6e7f https://doi.org/10.1080/15332861.2017.1317162 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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