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Understanding A Mechanism To Enhance Perceived Quality And Brand Loyalty In Social Media: The Role Of Personalizatio, Tyler Shanahan, Trang P. Tran
Understanding A Mechanism To Enhance Perceived Quality And Brand Loyalty In Social Media: The Role Of Personalizatio, Tyler Shanahan, Trang P. Tran
Association of Marketing Theory and Practice Proceedings 2018
A growing number of researchers have examined the effects of personalized advertising in traditional media, but little has been developed to examine the effects of a personalized ad of a brand on social media (i.e., Facebook). The primary objectives of this research are (1) to develop a comprehensive model detailing the role personalization plays in the development of consumer perception about a specific brand; (2) test the hypothesized relationships via online survey and (3) understand the effects of personalized messages as it relates to consumer purchasing behaviours related to a particular brand. The model is tested using data collected from …