Message‐to‐person versus person‐to‐message: An alternative way to conceptualize personalized advertising

Liu, Cong

doi:10.1002/mar.21272

Cited by 5 publications

(3 citation statements)

References 56 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…These building blocks distinguish personalization from customization defined as a process where a consumer proactively decides themselves upon the elements of their desired marketing mix (Arora et al ., 2008; Bleier et al ., 2018). Personalization research further connects these two building blocks as forming distinct phases of a personalization process (Li, 2019; Piccoli et al ., 2017). Here, learning through data collection and interpretation happens and then serves as input for the actual tailoring of the consumer-firm encounter (i.e.…”

Section: Personalization: Building Blocks and Componentsmentioning

confidence: 99%

Piloting personalization research through data-rich environments: a literature review and future research agenda

Mehmood

Verleye²,

Keyser³

et al. 2022

JOSM

View full text Add to dashboard Cite

PurposeOver the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this manuscript is to provide a complete picture on personalization, develop a future research agenda and put forth concrete advice on how to move the field forward from a theoretical, methodological, contextual, and practical viewpoint.Design/methodology/approachThis research follows a systematic literature review process, providing an in-depth analysis of 135 articles (covering 184 studies) to distill the (1) key building blocks and components of personalization and (2) theoretical, contextual, and methodological aspects of the studies.FindingsThis manuscript uncovers six personalization components that can be linked to two personalization building blocks: (1) learning: manner, transparency, and timing and (2) tailoring: touchpoints, level, and dynamics. For each of these components, the authors propose future research avenues to stimulate personalization research that accounts for challenges in today's data-rich environments (e.g. data privacy, dealing with new data types). A theoretical, contextual, and methodological (i.e. industry, country and personalization object) review of the selected studies leads to a set of concrete recommendations for future work: account for heterogeneity, embed theoretical perspectives, infuse methodological innovation, adopt appropriate evaluation metrics, and deal with legal/ethical challenges in data-rich environments. Finally, several managerial implications are put forth to support practitioners in their personalization efforts.Originality/valueThis research provides an integration of personalization research beyond existing and outdated review papers. Doing so, it accounts for the impact of new technologies and Artificial Intelligence and aims to advance the next generation of knowledge development on personalization.

show abstract

Section: Personalization: Building Blocks and Componentsmentioning

confidence: 99%

Piloting personalization research through data-rich environments: a literature review and future research agenda

Mehmood

Verleye²,

Keyser³

et al. 2022

JOSM

View full text Add to dashboard Cite

show abstract

“…It is worth noting that a feeling of relevance can not only be triggered by the recognition of the message recipient’s identity in the message content, but also by the communication context ( Wang et al, 2014 ). For example, Li (2019) demonstrated that a message might be perceived as either relevant or irrelevant for a person, depending on the schema that is primed for that person before the message evaluation. Following this logic, if a message “matches” a particular feature of the communication environment where the message is delivered to the receiver, it should be perceived as relevant, and thus generate favorable persuasion effects.…”

Section: Conceptual Overviewmentioning

confidence: 99%

In search of time to bring the message on social media: Effects of temporal targeting and weather on digital consumers

Yoon

Liu

Choi³

2022

Front. Psychol.

Self Cite

View full text Add to dashboard Cite

Marketers always incline to deliver advertising messages to the right consumer at the right time. Yet, the question of when exactly should such a persuasive message be sent to a consumer remains elusive in the existing literature. The current study aims to address this research question within the theoretical framework of contextual marketing. The authors argue that contextual information such as time and weather can be used to design more effective mobile advertising campaigns on social media. The results of a field experiment in cooperation with a local restaurant suggest that ads delivered at consumers’ pre-decision stage (i.e., non-meal time) are more effective than those delivered at the decision stage (i.e., meal time) to increase consumer spending on the dining-in service. Furthermore, unpleasant weather conditions (i.e., less sunlight) are found to improve the effectiveness of advertising on consumer spending on mobile app food delivery orders. Overall, the authors open future research avenues by demonstrating how and why the two contextual factors, time and weather, influence digital consumer behavior.

show abstract

“…While the current research focuses on date-specific promotions, we believe that this gap between a company's and consumers' preferences in terms of marketing messages might also exist in other marketing practices, such as product recommendations and personalized advertising (Li, 2019;Peer et al, 2020). Companies are now capable of making accurately targeted promotion attempts based on massive consumer behavioral data.…”

Section: Managerial Implicationsmentioning

confidence: 99%

“Right” on the day: How the timing of date‐specific promotions influences consumer responses

Deng

Jin

2021

Psychology and Marketing

View full text Add to dashboard Cite

While it is common for companies to send greetings that include special promotions to their customers on special days (e.g., birthdays, holidays, etc.), consumers express mixed responses to such date-specific promotions. Building upon the persuasion knowledge model, the present work examines the conditions under which sending date-specific promotions lead to favorable consumer responses. In four studies, we demonstrate that consumers respond to date-specific promotions more positively when they are sent in advance than when they are sent on specific days, especially for companies perceived as less warm (vs. warm). Sending promotions on the exact day elicits an ulterior motive inference from consumers regarding the company, which can be alleviated by sending promotions in advance. We further find that this effect is weakened when the message includes only greetings without highlighting specific promotional information. These findings have important implications for marketers regarding how firms should design date-specific promotions and communicate with their customers.

show abstract

Message‐to‐person versus person‐to‐message: An alternative way to conceptualize personalized advertising

Cited by 5 publications

References 56 publications

Piloting personalization research through data-rich environments: a literature review and future research agenda

Piloting personalization research through data-rich environments: a literature review and future research agenda

In search of time to bring the message on social media: Effects of temporal targeting and weather on digital consumers

“Right” on the day: How the timing of date‐specific promotions influences consumer responses

Contact Info

Product

Resources

About