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Investigation on the Effect of Product Involvement in Online Targeted Advertising

Sharifpour, Parisa | 2022

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 56084 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Aslani, Shirin
  7. Abstract:
  8. Nowadays, one of the most popular methods of advertising is online advertising, which is commonly used by many businesses. In the meantime, targeting the right person at the right moment to show an advertisement is always a major concern of advertisers and other players in this field. One of the areas of study in the literature in this field is the investigation of factors affecting the effectiveness of targeted advertising. The purpose of the upcoming research is to investigate the impact of the advertised product involvement in targeted online advertising. This level of effectiveness is measured by considering click intention as a measure of effectiveness and examining the impact of perceived personalization, perceived personal relevance, and perceived intrusiveness on it. Perceived personalization is considered an independent variable, and click intention is a dependent variable and an indicator of the effectiveness of the advertisement. And the final goal is to answer the question of what is the role of product involvement in this relationship, Whether the effectiveness of the advertisement will be different in different types of products with different levels of involvement. In the upcoming research, in order to reach the stated research question and goal, a survey research method was used, an online questionnaire, and the questionnaire was distributed among the target community, which is the daily users of the web. Finally, after data collection, 307 completed responses were obtained. After refining the data, the partial least squares method was used to analyze them. Finally, after collecting data and analyzing the results, it can be claimed that in the relationship between perceived personalization and click intention, perceived personal relevance is present as a mediator, and also the variable of product involvement act as a moderator of the relationship between perceived personalization and perceived personal relevance. Therefore, product involvement plays a role in the effectiveness of online advertising, and for products with a high level of involvement, the impact of perceived personalization on perceived personal relevance is more significant
  9. Keywords:
  10. Online Advertising ; Online Behavioural Advertising (OBA) ; Effectiveness Coefficient ; Product Involvement ; Personalization ; Advertising Effectiveness ; Advertising Avoidance

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