Title: Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency
Authors: Naa Amponsah Dodoo; Linwan Wu
Addresses: Department of Marketing Communication, Emerson College, 120 Boylston Street, Boston, MA 02116, USA ' School of Journalism and Mass Communications, College of Information and Communications, University of South Carolina, 800 Sumter Street, Columbia, SC 29208, USA
Abstract: Online impulse buying is a critical factor that can result in desired outcomes for online retailers and advertisers. Personalisation is progressively being used in marketing practices on social media. However, largely unexplored is the potential relationship between personalisation and online impulse buying tendency on social media. This study provides insights about the significance of personalisation on social media as an antecedent of customer's online impulse tendency, an especially important topic for online retailers. Specifically, this study develops and tests a conceptual model using different factors to determine the predictive power of perceived personalisation of social media ads on online impulse buying tendency. A noteworthy finding from the survey was the positive influence of perceived personalisation of social media ads on perceived relevance, which subsequently predicted customer's online impulse buying tendency. Results also indicate the impact of perceived personalisation on perceptions of value, relevance and novelty of social media ads. Theoretical and practical implications are discussed.
Keywords: personalisation; perceived personalisation; social media; social media advertising; perceived relevance; perceived advertising value; perceived novelty; online impulse buying tendency.
International Journal of Internet Marketing and Advertising, 2019 Vol.13 No.1, pp.73 - 95
Received: 30 Dec 2017
Accepted: 03 Aug 2018
Published online: 15 Feb 2019 *