Actions speak louder than words : how social influence affects gen Z's attitude toward personalized marketing, brand loyalty, ad avoidance, and brand avoidance behaviors
Year: 2021
Type: dissertation
Abstract: Advertising on the internet is growing at the fastest rate of any medium today (Internet Advertising Bureau & PwC Advisory Services LLC, 2018, 2019).However, advertisers are struggling with understanding consumers' preferences and how to effectively reach and relate to them.There is conflicting evidence on the effectiveness and preference of consumers when it comes to personalized marketing.Generation Z is the newest adult cohort and is estimated to account for 40 percent of all consumers in the United States (Perlstein, 2017).However, marketers have not started to focus efforts on understanding this cohort's preferences for online advertising in general, and specifically personalized marketing efforts.Social influence and the theory of planned behavior provide insight into how a consumer's attitudes influence behaviors.
Author: Kathleen McKee
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3201259071