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
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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。
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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.
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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.
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