Determinants of Attitude towards Retargeting - Analyzing the direct role of product sustainability and webstore experience, and moderate role of discount offering in the formation of consumer’s attitude towards retargeted ads
Master thesis
Permanent lenke
https://hdl.handle.net/11250/3158967Utgivelsesdato
2024Metadata
Vis full innførselSamlinger
- Master Thesis [4515]
Sammendrag
Considering the increase in the digitization of the marketplace, marketers are in need of new marketing strategies that could fit the digital market problems in specificity. One such marketing strategy, Retargeting is a well-known phenomenon, solving especially the problems of shopping cart abandonment. This marketing strategy has proven to be effective and beneficial for not just marketers but also for the consumers. Looking at the benefits this marketing strategy provides, one could easily guess that the consumer’s attitude towards retargeting would be positive. But the reality is not as simple as it seems. Consumers possess different attitudes towards retargeting and there are many factors that impact the formation of such attitudes. Another interesting fact to notice is, these attitudes are not permanent, but rather, vary depending upon the features of the webstore, retargeted ads, and consumer’s interests.
The focus of this paper is to analyze the impact of two factors i.e., Product Sustainability and Webstore Experience on consumer’s attitude towards retargeting. Another factor i.e., Discount offered in the ads would be analyzed as a moderator.
Data was collected through questionnaire design (N=309) and was further analyzed through structural equation modeling. Results proved to be satisfactory, showing that Product sustainability and a good webstore experience help the brands in achieving positive attitude towards the retargeted ads by the consumers. On the other hand, moderate role of discount offering turned out to be unimportant and it is concluded that marketers can attract and persuade consumers through retargeting by focusing on sustainability and provision of a positive webstore experience, without the need of offering a good percentage of discounts in the retargeted ads.
Keywords: Retargeting, Attitude towards Retargeting, Factors behind Consumer Attitude, Sustainability, Webstore Experience, Discount Offered in the ads, Elaboration Likelihood Model