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The effects of programmatic advertising on brand image- a systematic approach for fashion e-commerce
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Resumo(s)
Programmatic advertising has changed the advertising industry radically for a long time and its use is already widespread.However, it poses a major challenge to brands to convey a brand image with data-driven ads that contain only compressed information.Especially the fast growing fashion e-commerce industry is still not realizing the full potential that programmaticadvertising is offering. This paper aims to investigate effects that using programmatic ads has on a brand’s image in order to provide strategic implications for their businesses. Based on a survey of 1,326 respondents, this paper identifies a variety of indicators that provide value for successful use.
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Programmatic advertising Brand image E-Commerce Fashion