如何针对不同的Z世代移动用户进行重新定位?

IF 2.1 4区 管理学 Q3 BUSINESS Journal of Advertising Research Pub Date : 2023-10-23 DOI:10.2501/jar-2023-023
Yllka Azemi, Wilson Ozuem
{"title":"如何针对不同的Z世代移动用户进行重新定位?","authors":"Yllka Azemi, Wilson Ozuem","doi":"10.2501/jar-2023-023","DOIUrl":null,"url":null,"abstract":"Scholars of retargeting have increasingly recognized that consumers’ choice decisions can often be affected by the stage of their decision making. The challenge for both researchers and practitioners is to understand and provide retargeting that leads to conversions by the second round of communication. Drawing on an interpretive perspective and utilizing the expectancy theory of motivation, the authors of the current study interviewed 40 Gen Z mobile phone customers ages 18–24 years across four settings (U.S.A., Germany, Switzerland, and Kosovo) about their experiences of retargeting in the luxury fashion industry. Results show that customers share similarities in their evaluation of the first retargeting advertisement, but analysis revealed three types of customers (indifferent, seeker, and meticulous) with differing evaluations of the second retargeting advertisement.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"50 7","pages":"0"},"PeriodicalIF":2.1000,"publicationDate":"2023-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"How Does Retargeting Work For Different Gen Z Mobile Users?\",\"authors\":\"Yllka Azemi, Wilson Ozuem\",\"doi\":\"10.2501/jar-2023-023\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Scholars of retargeting have increasingly recognized that consumers’ choice decisions can often be affected by the stage of their decision making. The challenge for both researchers and practitioners is to understand and provide retargeting that leads to conversions by the second round of communication. Drawing on an interpretive perspective and utilizing the expectancy theory of motivation, the authors of the current study interviewed 40 Gen Z mobile phone customers ages 18–24 years across four settings (U.S.A., Germany, Switzerland, and Kosovo) about their experiences of retargeting in the luxury fashion industry. Results show that customers share similarities in their evaluation of the first retargeting advertisement, but analysis revealed three types of customers (indifferent, seeker, and meticulous) with differing evaluations of the second retargeting advertisement.\",\"PeriodicalId\":51400,\"journal\":{\"name\":\"Journal of Advertising Research\",\"volume\":\"50 7\",\"pages\":\"0\"},\"PeriodicalIF\":2.1000,\"publicationDate\":\"2023-10-23\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Advertising Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2501/jar-2023-023\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2501/jar-2023-023","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

研究再定位的学者们越来越认识到,消费者的选择决策往往会受到其决策所处阶段的影响。研究人员和实践者面临的挑战是理解并提供通过第二轮沟通导致转换的重新定位。本研究的作者利用动机的期望理论,从解释的角度出发,采访了40名年龄在18-24岁之间的Z世代手机用户,他们来自四个国家(美国、德国、瑞士和科索沃),了解他们在奢侈品时尚行业重新定位的经验。结果显示,客户对第一次重定向广告的评价有相似之处,但分析显示,三种类型的客户(漠不关心、寻求者和细致)对第二次重定向广告的评价不同。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
How Does Retargeting Work For Different Gen Z Mobile Users?
Scholars of retargeting have increasingly recognized that consumers’ choice decisions can often be affected by the stage of their decision making. The challenge for both researchers and practitioners is to understand and provide retargeting that leads to conversions by the second round of communication. Drawing on an interpretive perspective and utilizing the expectancy theory of motivation, the authors of the current study interviewed 40 Gen Z mobile phone customers ages 18–24 years across four settings (U.S.A., Germany, Switzerland, and Kosovo) about their experiences of retargeting in the luxury fashion industry. Results show that customers share similarities in their evaluation of the first retargeting advertisement, but analysis revealed three types of customers (indifferent, seeker, and meticulous) with differing evaluations of the second retargeting advertisement.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
期刊最新文献
Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change When Are Photographs or Illustrations More Effective in Public Service Ads? Navigating the Rapid Currents Of Advertising If I Understand Why a Product Looks Weird, Will I Buy It? Does Childhood Exposure to a Brand Improve Brand Name Recognition?
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1