ScholarWorks@숙명여자대학교

초록

As retargeting marketing provides advertisement to consumers regardless of their intention, companies may induce potential consumers to purchase the advertised product or service in the future. Therefore, this specific feature may serve as strength. However, forced advertisement which does not reflect consumer's choice or intention may also cause aversion, invasion of privacy, and fatigue on consumers. Negative influence caused by forcibleness of retargeting advertising may have negative impacts on brand loyalty. For the purpose of the study, the study measured the forcibleness retargeting advertising, aversion, invasion of privacy, consumer fatigue, and brand loyalty by targeting 418 individual consumers. After the measurement of the variables, the study examined the relationship between these variables with the structural equation model. © 2017 International Information Institute.

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