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Understanding personalized recruitment ads effectiveness: the role of personalization level and message involvement

Author

Listed:
  • Jean Pfiffelmann

    (EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

Abstract

Recruitment ads are becoming increasingly sophisticated and personalized. Nowadays, recruiters can integrate users' names and photographs in recruitment ads. Previous research showed that ad personalization improves the attitude toward the brand, which, in turn, increases advertising effectiveness. However, personalization is not always an effective tactic depending on the personalized elements used. A between-subjects experiment (N = 197) tests the effect of the level of personalization (i.e., non-personalized ad vs. integration of the name only vs. integration of both the name and photograph) of recruitment ads. Organizational attractiveness may function as a mediator between the level of ad personalization and click intention or job-pursuit intention, with message involvement as a moderator of this relationship. The findings support that for organizational attractiveness to mediate the relationship between ad personalization and behavioral intention, individuals must be lowly involved with the ad's focal subject, and this finding only holds for highly personalized recruitment ads

Suggested Citation

  • Jean Pfiffelmann, 2021. "Understanding personalized recruitment ads effectiveness: the role of personalization level and message involvement," Post-Print hal-03184949, HAL.
    • Handle: RePEc:hal:journl:hal-03184949
    as

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