RETARGETING EFFECTS ON CONSUMER PURCHASE INTENTIONS
Authors
Kaulina, Kristine ; Kaulins, Girts
Term
4. term
Publication year
2018
Submitted on
2018-06-05
Abstract
Denne masterafhandling undersøger, hvordan retargeting påvirker danske millennial-Facebook-brugeres købsintentioner. Retargeting beskrives som et personligt digitalt annonceredskab, der kan genaktivere brugere, som har forladt en hjemmeside uden at købe. Studiet anvender en deduktiv tilgang med litteraturgennemgang, udvikling af et konceptuelt framework og afledte hypoteser, som testes via en spørgeskemaundersøgelse med 206 gyldige svar. Resultaterne peger på, at retargetede annoncer øger forbrugernes købsintentioner. Samtidig fremstår brug af persondata, prisforskelle (dynamisk prissætning) og annoncefrekvens som centrale forhold, der påvirker intentionen; i modsætning til dele af litteraturen viser undersøgelsen, at disse faktorer kan være forbundet med højere købsintentioner. Afhandlingen fremhæver, at virksomheder bør tage visse forholdsregler for at gøre retargeting mere effektiv for målgruppen.
This master’s thesis examines how retargeting influences the purchase intentions of Danish millennial Facebook users. Retargeting is presented as a personalized digital advertising tactic that re-engages users who leave a website without purchasing. The study adopts a deductive approach, beginning with a literature review to build a conceptual framework and derive hypotheses, which are tested through a questionnaire yielding 206 valid responses. Findings indicate that retargeted ads increase consumers’ purchase intentions. Use of personal data, pricing differences (dynamic pricing), and ad frequency emerge as key factors; contrary to parts of the literature, the study finds these factors can be associated with higher purchase intentions. The thesis suggests that companies should take certain precautions to further enhance the effectiveness of retargeted advertising for this audience.
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