Impact of Personalized Social Media Advertising on Online Impulse Buying Behavior

Personalization is used for marketing in social media by marketers and advertisers. So there is a great need to explore this phenomenon of personalization and online impulse buying behavior. This study examines the impact of personalized advertisement and its effects on online impulse buying behavi...

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Autors principals:	Huzaifa Aslam, Muhammad Rashid, Nouman Chaudhary
Format:	Artigo
Idioma:	Inglês
Publicat:	Seisense 2021-09-01
Col·lecció:	SEISENSE Business Review
Matèries:	Online impulse buying Perceived relevance Perceived novelty Privacy concerns Personalized advertisement
Accés en línia:	https://journal.seisense.com/sbr/article/view/660
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