Communicating a company's higher purpose to conscious consumers through online behavioural advertising

Abstract

In the 21st century, the use of Internet and web applications have become a major component of advertising. The advantage of online advertising is that advertisers can monitor the online behaviour of consumers and show personalised advertisements to targeted consumers. There has been a phenomenal rise in the number of conscious consumers who believe that a company's values should match their own. Some organisations work to achieve a higher purpose. There arises a need for such conscious consumers to be identified, based on their characteristic features, as a separate segment. The values of this particular segment should match with those of a purpose-driven company. The best way to do this is by showing personalised online advertisements to these target consumers so that they are aware of the higher purpose that the company wants to achieve. Thus, this research paper attempts to present a conceptual framework to identify the segment of conscious consumers and inform them about the higher purpose which a conscious business wants to achieve through online behavioural advertisements, and instil in their minds an implied social label.

Opportunities and Challenges of Purpose-Led Companies: An Empirical Study Through Expert Interviews

“…ethical, competencies across the management of all business units" (Lies 2021, p. 112, also see George et al 2021, p. 15). At the same time, the statements of stakeholders in social media enable innovative approaches for companies, e.g., to identify customers whose values correspond with the company's purpose and then to address them with appropriate online marketing (Mishra 2020). For an overview of different approaches to brand management "in a hyperconnected world", see also Swaminathan et al (2020).…”

Impact of Customer Perception of Value Co-Creation for Personalization in Online Shopping

“…Large volume of individual consumer data are collected and analyzed with algorithms and data mining for personalized offers (Yeung, 2018). Even though pricing at an individual level has technology implementation challenges, different forms of personalized price differentiations such as steering, decoys, drip pricing, re-offers and fake special offers can be offered to consumers (Mishra, 2020). These forms of differential pricing can affect consumers price perception in an ecommerce platform.…”

1 Introduction

“…The application generates data to identify the consumers' preferences, to display personalised promotional content and to sell certain products. This is opposed to providing robust transportation information (Mishra, 2020).…”