KOREASCHOLAR

DIGITAL ADVERTISING AND PRIVACY IMPLICATIONS: THE EFFECT OF THE ADVERTISING SOURCE ON THE CUSTOMER-BRAND RELATIONSHIP

Valentina Mazzoli, Laura Grazzini, Diletta Acuti, Raffaele Donvito
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372410
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.29-34
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research investigates the effect of digital advertising on the customer-brand relationship, looking at the mediating role of privacy risk perceptions on consumers’ purchase intentions. Through an online experiment, authors show how the source of the customized promotion via e-mail (known source vs. unknown source) has implications on privacy risk perceptions which in turn influence purchase intentions. Theoretical and managerial implications are discussed.

Keyword
online behavioural advertisingcustomized advertisingprivacy-risk
Table Content
ABSTRACT
 INTRODUCTION
 CONCEPTUAL FRAMEWORK AND HYPOTHESES DEVELOPMENT
 METHODOLOGY
 MAIN RESULTS
 CONCLUSIONS
Author
  • Valentina Mazzoli(University of Florence, Italy)
  • Laura Grazzini(University of Florence, Italy)
  • Diletta Acuti(University of Florence, Italy)
  • Raffaele Donvito(University of Florence, Italy)