Global Fashion Management Conference 2019 Global Fashion Management Conference at Paris , Fashion, Culture and Design Management in Sustainable Environment (p.29-34)

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

키워드 :
online behavioural advertising,customized advertising,privacy-risk

목차

ABSTRACT
INTRODUCTION
CONCEPTUAL FRAMEWORK AND HYPOTHESES DEVELOPMENT
METHODOLOGY
MAIN RESULTS
CONCLUSIONS

초록

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.