Essays on personalized online advertising:
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| Format: | Thesis Book |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | IV, 160 S. |
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| adam_text | Titel: Essays on personalized online advertising
Autor: Bleier, Alexander
Jahr: 2014
Table of Contents
Table of Contents.......................................................................................................................I
List of Figures..........................................................................................................................Ill
List of Tables...........................................................................................................................IV
1. Synopsis..............................................................................................................................1
1.1. Introduction.................................................................................................................1
1.2. Opportunities and Challenges in Personalized Online Advertising............................6
1.3. Study 1: Personalized Online Advertising Effectiveness: The Interplay of What,
When, and Where........................................................................................................7
1.4. Study 2: Legit for Jove, but Not for Oxen: The Importance of the Source in
Personalized Online Advertising.................................................................................9
1.5. Study 3: The Strategic Integration of Personalized Online Advertising into an
Augmented CRM Process.........................................................................................10
References Chapter 1...........................................................................................................13
2. Personalized Online Advertising Effectiveness: The Interplay of What, When, and
Where................................................................................................................................18
2.1. Introduction...............................................................................................................19
2.2. Retargeting: Conceptual Process and Related Literature..........................................23
2.3. Field Experiment 1: The Interplay of DCP, State, and Time since Last Online
Store Visit..................................................................................................................26
2.3.1. Design and Implementation...............................................................................26
2.3.2. Descriptive Statistics..........................................................................................29
2.3.3. Results and Discussion......................................................................................32
2.3.4. Theoretical Interpretation: Preference Stability.................................................40
2.4. Field Experiment 2: The Interplay of Personalization and Placement......................42
2.4.1. Design and Implementation...............................................................................42
2.4.2. Descriptive Statistics..........................................................................................44
2.4.3. Results and Discussion......................................................................................47
2.4.4. Theoretical Interpretation: Motive Congruency and Goal Directedness...........52
2.5. General Discussion and Further Research................................................................53
References Chapter 2...........................................................................................................57
3. Legit for Jove, but Not for Oxen: The Importance of the Source in Personalized
Online Advertising............................................................................................................64
3.1. Introduction...............................................................................................................65
3.2. Pilot Study: The Moderating Role of Trust...............................................................67
3.2.1. Objective............................................................................................................67
3.2.2. Data Description................................................................................................68
3.2.3. Results and Discussion......................................................................................70
3.3. Conceptual Framework.............................................................................................72
3.3.1. Stimulus: Depth and breadth of ad personalization...........................................73
3.3.2. Responses to personalized online advertising....................................................75
3.3.3. Moderating effects of trust and hypothesis development..................................80
3.4. Experimental study....................................................................................................83
3.4.1. Experimental design and procedure...................................................................83
3.4.2. Manipulation Checks.........................................................................................84
3.4.3. Sample................................................................................................................85
3.4.4. Measures............................................................................................................85
3.4.5. Results................................................................................................................89
3.5. Discussion.................................................................................................................95
References Chapter 3...........................................................................................................98
4. The Strategic Integration of Personalized Online Advertising into an Augmented
CRM Process..................................................................................................................107
4.1. Introduction.............................................................................................................108
4.2. The Augmented CRM Process................................................................................109
4.3. Personalized Online Advertising.............................................................................112
4.4. Formats and Methods of POA.................................................................................113
4.4.1. Sponsored Search.............................................................................................113
4.4.2. Display Banners...............................................................................................115
4.4.3. Email................................................................................................................120
4.5. Integrating POA into the Augmented CRM Process..............................................121
4.5.1. Information Availability..................................................................................122
4.5.2. Privacy Concerns.............................................................................................123
4.5.3. Strategic Integration.........................................................................................128
4.6. Economic Performance...........................................................................................133
4.7. Conclusion...............................................................................................................139
References Chapter 4.........................................................................................................142
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| spelling | Bleier, Alexander Verfasser (DE-588)1052122299 aut Essays on personalized online advertising vorgelegt von Alexander Bleier 2014 IV, 160 S. txt rdacontent n rdamedia nc rdacarrier Köln, Univ., Diss., 2014 Personalisierung (DE-588)4384600-2 gnd rswk-swf Online-Werbung (DE-588)7636951-1 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Online-Werbung (DE-588)7636951-1 s Personalisierung (DE-588)4384600-2 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027455469&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bleier, Alexander Essays on personalized online advertising Personalisierung (DE-588)4384600-2 gnd Online-Werbung (DE-588)7636951-1 gnd |
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| title | Essays on personalized online advertising |
| title_auth | Essays on personalized online advertising |
| title_exact_search | Essays on personalized online advertising |
| title_full | Essays on personalized online advertising vorgelegt von Alexander Bleier |
| title_fullStr | Essays on personalized online advertising vorgelegt von Alexander Bleier |
| title_full_unstemmed | Essays on personalized online advertising vorgelegt von Alexander Bleier |
| title_short | Essays on personalized online advertising |
| title_sort | essays on personalized online advertising |
| topic | Personalisierung (DE-588)4384600-2 gnd Online-Werbung (DE-588)7636951-1 gnd |
| topic_facet | Personalisierung Online-Werbung Hochschulschrift |
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