Measuring the Effectiveness of Dynamic Retargeted vs Generic Online Advertisement: The Big Five Personality Traits of the Consumer
| Autor: | Samuel, Jerel, 宋宏祥 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 The recent explosive growth of the global reach of the various platforms of social media alongside a host of new devices which helps making access to these platforms virtually twenty four seven, the need to measure the effectiveness of online advertisement is practically at an all-time high. These shifts in the online environment compounded by the fact that most of the previous methods to measure the effectiveness of online advertisements, such as click-through rates, tracking web history, tracking cookies, has failed to provide accurate figures to the marketers on which they may base their decisions. Hence, in this study, we have tried to come up with a new model to assess effectiveness of online advertisements. Especially due to the unique opportunities that the online environments offers today’s marketers in which they have the unbelievable ability to customize advertisements for each individual consumer, this study will try to assist them in doing exactly that. We will first use the official short version (made up of ten questions) of the Big Five Inventory to calculate a consumer’s personality (rather than the full version which is made up of forty questions, reasons for which will be mentioned later in the study). Next we assessed which kinds of online advertisements (Generic vs Dynamic) with respect to two industries – The brand of runners (Nike, Adidas, Puma and Reebok) and Hotels in different locations (Seaside, Desert region, Tropical region and Hilly region). Once we had these values we tried to find a relationship between the five personality traits and the kind of advertisement which will be effective with respect to each trait. We ran this model through the Independent Samples T Test on SPSS version 21 to prove the hypotheses of this study. The results of the study were used to check whether there is a relationship between a consumer’s personality and the kind of advertisement that would be effective to that consumer. The study concludes that the effectiveness of an advertisement does not depend on which stage of the decision making process the consumer is in. Though, it was unable to provide empirical evidence showing that the effectiveness of an advertisement to an individual depends on the personality traits of that individual. The research implications which this study will try to satisfy is to provide marketers with a model which enables them to know which kind of advertisement would be effective to each individual consumer. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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