The bright side and dark side of retargeting advertising

초록

Recently, a new type of internet advertising method named retargeting advertising has appeared, The objective of this research is to examine the positive effects and the negative effects of retargeting advertising on consumers. To achieve this objective, the research identifies not only the positive effects including but not limited to reminding and positive feeling but also the negative effects like negative feelings and consumer fatigue. After accomplishing the task, the research analyzes the impact of positive and negative effects of retargeting advertising on consumer attitude. Then, the research analyzes the impact of consumer attitude on the purchase intention. For the purpose of the research, hypotheses were proposed. The total number of samples for the analysis was 258, and AMOS structural equation model was utilized for the analysis. © 2017 International Information Institute.

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