1,089 research outputs found
Personalization in Social Retargeting â A Field Experiment
This study compares the effectiveness of product- and category-specific advertising personalization in Social Retargeting. Social Retargeting combines the features of social advertising, targeting consumers based on social connections, and retargeting, using consumersâ browsing behavior to personalize ad content. We conducted a large-scale randomized field experiment in collaboration with a major e-retailer. Contradicting prior empirical findings, our results indicate that product-specific ads outperform less personalized category-specific ads. While theory suggests a positive effect, we find that social targeting decreases the performance of personalized ads. Surprisingly, socially targeted consumers are not more responsive to product-specific ads. We show that our results remain robust and are driven by ad personalization when controlling for temporal targeting and how deep consumers browse the e-retailerâs website. Our study contributes to the IS and marketing literature related to personalization in digital advertising and provides valuable suggestions for firmsâ personalization strategies
Personalization in social retargeting - A field experiment
This study compares the effectiveness of product- and category-specific advertising personalization in Social Retargeting. Social Retargeting combines the features of social advertising, targeting consumers based on social connections, and retargeting, using consumers' browsing behavior to personalize ad content. We conducted a large-scale randomized field experiment in collaboration with a major e-retailer. Contradicting prior empirical findings, our results indicate that product-specific ads outperform less personalized category-specific ads. While theory suggests a positive effect, we find that social targeting decreases the performance of personalized ads. Surprisingly, socially targeted consumers are not more responsive to product-specific ads. We show that our results remain robust and are driven by ad personalization when controlling for temporal targeting and how deep consumers browse the e-retailer's website. Our study contributes to the IS and marketing literature related to personalization in digital advertising and provides valuable suggestions for firms' personalization strategies
Donât Take It Personally: The Effect of Explicit Targeting in Advertising Personalization
Firms increasingly use consumersâ information to personalize their communication. Personalized advertisements, targeted based on usersâ past behavior, offer users relevant product information that fits their preferences. In this study, we investigate the implications of explicit targeting, making the underlying targeting mechanism explicit to consumers, and ad message framing, in terms of utilitarian or hedonic product benefits. In a large-scale field experiment in which we run a campaign for a mobile application, we show that explicit targeting reduces advertising effectiveness pointing towards increased consumer privacy concerns. While utilitarian ad messages reinforce the negative effect of explicit targeting, the use of hedonic ad messages alleviates such a negative effect. Our study contributes to IS literature on advertising personalization and the personalization privacy paradox. We provide practical insights for firms that can be used in the design and implementation of personalized advertising campaigns
Social Influence and Visual Attention in the Personalization Privacy Paradox for Social Advertising: An Eye Tracking Study
The personalization privacy paradox suggests that the personalization of advertising increases ad relevance but simultaneously triggers privacy concerns as firms make use of consumers\u27 information. We combine a lab experiment with eye tracking and survey methodology to investigate the role of informational social influence and visual attention in the personalization privacy paradox for social advertising. While previous research pointed towards social influence increasing consumersâ trust in advertisers, we find that social influence does not help to reduce consumer privacy concerns originating in personalization. Next, our findings contradict the presence of a negativity bias directing consumers\u27 attention to negatively perceived stimuli. We show that privacy concerns decrease consumers\u27 attention towards personalized ads, subsequently leading to a decrease in ad clicks. This finding supports a positive role of visual attention for advertising performance. We show that privacy concerns, triggered by personalization, negatively influence ad performance through a decrease in attention towards ads. Our analysis indicates that consumers need to process ad information sufficiently, i.e. dedicate a sufficient amount of attention to the ad, to actually experience privacy concerns
Facteurs de réussite des événements de démonstration dans le domaine agricole
Lorsquâil sâagit dâintroduire de nouvelles idĂ©es et techniques dans la pratique agricole, lâĂ©change entre collĂšgues joue un rĂŽle capital, en complĂ©ment des structures institutionnelles de formation de base et continue. DâoĂč lâengouement de longue date pour les dĂ©monstrations agricoles en Suisse. JusquâĂ prĂ©sent, peu dâĂ©tudes ont Ă©tĂ© menĂ©es pour dĂ©terminer les facteurs qui influencent lâimpact de ces Ă©vĂ©nements sur les participant(e)s. Le projet europĂ©en PLAID (Peer-to-peer Learning: Accessing Innovation through Demonstration) Ă©tudie ces Ă©vĂ©nements dans lâensemble de lâUE.
Les principaux facteurs de rĂ©ussite des dĂ©monstrations ont Ă©tĂ© identifiĂ©s Ă lâaide de deux exemples de ce type en Suisse, en sâappuyant sur des observations, enquĂȘtes et entretiens avec les organisateurs/trices et les participant(e)s. Les facteurs de rĂ©ussite identifiĂ©s sont les suivants:
1. Programme clair, objectifs précis, publicité adaptée au groupe cible
2. Conditions de participation optimales à différents niveaux
3. Pertinence des contenus et transfĂ©rabilitĂ© des acquis de lâagriculteur dans sa propre
exploitation
4. Interactions entre les participant(e)s
5. Ancrage du thĂšme Ă long terme
La transposition de ces principes dans la rĂ©alitĂ© permettra de mieux tirer parti du potentiel colossal des Ă©vĂ©nements de dĂ©monstration Ă lâavenir
Landwirtschaftliche DemonstrationsanlÀsse: Worauf es ankommt
Neben institutionalisierten Aus- und Weiterbildungen spielt der Austausch zwischen Berufskolleginnen und -kollegen eine wichtige Rolle, wenn es darum geht, neue Ideen und Techniken in der landwirtschaftlichen Praxis einzufĂŒhren. Entsprechend haben Demoveranstaltungen in der Schweiz eine lange Tradition.
Bisher gibt es kaum Untersuchungen darĂŒber, welche Faktoren die Wirkungen bei den Teilnehmenden von landwirtschaftlichen DemonstrationsanlĂ€ssen beeinflussen.
Im Rahmen des EU-Projektes PLAID wurden solche AnlÀsse in ganz Europa untersucht.
Am Beispiel von zwei Schweizer DemoanlĂ€ssen wurden mittels teilnehmender Beobachtung, Umfragen und Interviews mit Organisatoren und Teilnehmenden sowie aufgrund der Inputs einer Begleitgruppe die wichtigsten Erfolgsfaktoren fĂŒr DemoanlĂ€sse identifiziert:
1. Klares Programm, klare Veranstaltungsziele, zielgruppengerechte Werbung;
2. Optimaler Zugang fĂŒr die Teilnehmenden auf verschiedenen Ebenen;
3. Relevante Inhalte und Ăbertragbarkeit auf den eigenen Betrieb;
4. Interaktion zwischen den Teilnehmenden;
5. LĂ€ngerfristige Verankerung des Themas ĂŒber den Anlass hinaus.
Die konsequente Umsetzung dieser Aspekte kann dazu beitragen, das grosse Potenzial von DemoanlĂ€ssen kĂŒnftig noch besser zu nutzen
Learning processes initiated by agricultural demonstration activites in Switzerland
Content
- Results from Swiss Case Studies
- Research Question
- Methods
- Success Factor 1: Clear objectives and programme as well as target group-specific advertisement
- Success Factor 2: Optimal acces for participants at different levels
- Success Factor 3: Relevant contents and appliacability on the individual farms
- Success Factor 4: Interaction between the participants
- Success Factor 5: Long-term anchoring
- Conclusion
The Implications of Advertising Personalization for Firms, Consumers, and Ad Platforms
The personalization of advertising offers firms tremendous potential. If done right, firms can address consumers with more relevant ads, leading to more positive consumer responses. Nevertheless, firms are struggling with how to design personalization strategies and face the challenge to correctly assess advertising effectiveness. With this research, we advance the understanding of advertising personalization and its implications for firms, consumers, and ad platforms.
With the help of a large-scale field experiment, we present evidence for how firms should design their personalization strategies. We find that high levels of personalization specificity pay off for firms. At the same time, socially targeting personalized ads, where names of consumers' friends are included in the ad text, leads to less positive consumer responses.
To advance the understanding of privacy concerns in advertising personalization, we conduct a lab experiment using eye tracking technology. Our findings reveal that firms cannot use intrusive ads that cause privacy concerns to attract consumers' attention. Such a strategy is harmful as it decreases consumers' overall attention towards ads, eventually leading to less positive consumer responses.
An examination of contracts between firms and ad platforms exposes that these contracts might not be in the economic interest of firms. We conduct a large field experiment and our analysis reveals that currently implemented contracts between ad platforms and firms lead to an incentive misalignment that is harmful for firms. While ads generally increase consumers' likelihood to purchase, firms pay more for ads that are not providing higher value to them
Fusion-Activated Ca2+ Entry: An âActive Zoneâ of Elevated Ca2+ during the Postfusion Stage of Lamellar Body Exocytosis in Rat Type II Pneumocytes
Background
Ca2+ is essential for vesicle fusion with the plasma membrane in virtually all types of regulated exocytoses. However, in contrast to the well-known effects of a high cytoplasmic Ca2+ concentration ([Ca2+]c) in the prefusion phase, the occurrence and significance of Ca2+ signals in the postfusion phase have not been described before.
Methodology/Principal Findings
We studied isolated rat alveolar type II cells using previously developed imaging techniques. These cells release pulmonary surfactant, a complex of lipids and proteins, from secretory vesicles (lamellar bodies) in an exceptionally slow, Ca2+- and actin-dependent process. Measurements of fusion pore formation by darkfield scattered light intensity decrease or FM 1-43 fluorescence intensity increase were combined with analysis of [Ca2+]c by ratiometric Fura-2 or Fluo-4 fluorescence measurements. We found that the majority of single lamellar body fusion events were followed by a transient (t1/2 of decayâ=â3.2 s) rise of localized [Ca2+]c originating at the site of lamellar body fusion. [Ca2+]c increase followed with a delay of âŒ0.2â0.5 s (method-dependent) and in the majority of cases this signal propagated throughout the cell (at âŒ10 ”m/s). Removal of Ca2+ from, or addition of Ni2+ to the extracellular solution, strongly inhibited these [Ca2+]c transients, whereas Ca2+ store depletion with thapsigargin had no effect. Actin-GFP fluorescence around fused LBs increased several seconds after the rise of [Ca2+]c. Both effects were reduced by the non-specific Ca2+ channel blocker SKF96365.
Conclusions/Significance
Fusion-activated Ca2+ entry (FACE) is a new mechanism that leads to [Ca2+]c transients at the site of vesicle fusion. Substantial evidence from this and previous studies indicates that fusion-activated Ca2+ entry enhances localized surfactant release from type II cells, but it may also play a role for compensatory endocytosis and other cellular functions
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