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Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency

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  • Naa Amponsah Dodoo
  • Linwan Wu

Abstract

Online impulse buying is a critical factor that can result in desired outcomes for online retailers and advertisers. Personalisation is progressively being used in marketing practices on social media. However, largely unexplored is the potential relationship between personalisation and online impulse buying tendency on social media. This study provides insights about the significance of personalisation on social media as an antecedent of customer's online impulse tendency, an especially important topic for online retailers. Specifically, this study develops and tests a conceptual model using different factors to determine the predictive power of perceived personalisation of social media ads on online impulse buying tendency. A noteworthy finding from the survey was the positive influence of perceived personalisation of social media ads on perceived relevance, which subsequently predicted customer's online impulse buying tendency. Results also indicate the impact of perceived personalisation on perceptions of value, relevance and novelty of social media ads. Theoretical and practical implications are discussed.

Suggested Citation

  • Naa Amponsah Dodoo & Linwan Wu, 2019. "Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 13(1), pages 73-95.
    • Handle: RePEc:ids:ijimad:v:13:y:2019:i:1:p:73-95
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    Citations

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    Cited by:

    1. Yi Yong Lee & Chin Lay Gan, 2020. "Applications of SOR and para-social interactions (PSI) towards impulse buying: the Malaysian perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 85-98, June.
    2. Sufyan Habib & Nawaf N. Hamadneh & Abdelaziz Alsubie, 2021. "Modeling Advertising Practices for Product Involvement and Consumer Impulsivity in Branded Apparel: A Case Study of Indian Consumers," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    3. Yi Yong Lee & Chin Lay Gan, 0. "Applications of SOR and para-social interactions (PSI) towards impulse buying: the Malaysian perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 0, pages 1-14.
    4. Yang Zhao & Yixuan Li & Ning Wang & Ruoxin Zhou & Xin (Robert) Luo, 2022. "A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level," Information Systems Frontiers, Springer, vol. 24(5), pages 1667-1688, October.
    5. Nornajihah Nadia Hasbullah & Ag Kaifah Riyard Kiflee & Zuraidah Sulaiman & Adaviah Mas’od & Hainnuraqma Rahim, 2023. "Communicating Sustainability Fashion in Marketing Advertisements on the Context of Malaysia: Stimuli Development and Pre-Testing Results," Asian Social Science, Canadian Center of Science and Education, vol. 19(1), pages 1-36, February.

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