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Advertisements that Follow Users Online and Their Effect on Consumers’ Satisfaction and Expectation Confirmation: Evidence from the Tourism Industry

In: State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM)

Author

Listed:
  • Jordi López-Sintas

    (Universitat Autònoma de Barcelona)

  • Giuseppe Lamberti

    (Universitat Autònoma de Barcelona)

  • Haitham Alghanayem

    (Shaqra University)

Abstract

This chapter was designed to specifically explore the effect of post-purchase retargeting ads on consumers’ confirmation of expectation and satisfaction. Data from 402 respondents having prior experience with post purchase retargeting ads after purchasing an e-tourism service was collected. The structural equation modeling technique was applied to analyze the data using SmartPLS 3 software. Results revealed that confirmation has significant effect on satisfaction, satisfaction has significant effect on repurchase intentions, and post-purchase retargeting ads competitiveness has significant effect on confirmation and significant indirect effect on satisfaction.

Suggested Citation

  • Jordi López-Sintas & Giuseppe Lamberti & Haitham Alghanayem, 2023. "Advertisements that Follow Users Online and Their Effect on Consumers’ Satisfaction and Expectation Confirmation: Evidence from the Tourism Industry," Springer Proceedings in Business and Economics, in: Lăcrămioara Radomir & Raluca Ciornea & Huiwen Wang & Yide Liu & Christian M. Ringle & Marko Sarstedt (ed.), State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM), pages 75-83, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-34589-0_9
    DOI: 10.1007/978-3-031-34589-0_9
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