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Social media advertising: The role of personalization in Performance expectancy and customer purchase intention
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Autores
Orientador(es)
Resumo(s)
Social media is being widely used as a platform to manage marketing and advertising activities.
Organizations are always having a challenge in how they can design social media advertising by
spending a lot of time, money, and resources on social media ads to successfully fascinate customers
and motivate them to purchase their brands. This study aims to evaluate the impact of personalization
on purchase intention and also investigating the role of personalization moderating the relation
between Performance expectancy and customer purchase intention. The conceptual model will be
based on the extending Unified Theory of Acceptance and Use of Technology (UTAUT2). This study will
be expected to provide several theoretical and practical rules on how personalization can successfully
impact customer purchase intention over social media platforms.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Purchase intention Personalization Social media Advertising Social media advertising