Can data-driven precision marketing promote user ad clicks? Evidence from advertising in WeChat moments
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Ad relevance increases the potential to capture users' attention and produce desired conversions.
“On the one hand, in most cases, ad relevance increases the potential to capture users' attention and produce the desired conversions.”
From Computer Estimation of Customer Similarity With Facebook Lookalikes: Advantages and Disadvantages of Hyper-Targeting (2019) · cites this paper as [70]
Ad relevance increases the potential to capture users' attention and produce desired conversions.
“On the one hand, in most cases, ad relevance increases the potential to capture users' attention and produce the desired conversions.”
From Computer Estimation of Customer Similarity With Facebook Lookalikes: Advantages and Disadvantages of Hyper-Targeting (2019) · cites this paper as [69]
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- Authors
- Yu, C., Zhang, Z., Lin, C., & Wu, Y. J.
- Affiliations
- South China University of Technology (CN)
- Huaqiao University (CN)
- National Taiwan Normal University (TW)
- Corresponding author
- Wu, Yenchun Jim
- Venue
- Industrial Marketing Management
- Publisher
- Elsevier BV
- Published
- 2020-10
- Volume
- 90
- Pages
- 481-492
- ISSN
- 0019-8501 (ISSN-L)
- OpenAlex
- W2946708860
- Cited by
- 124
- References
- 93
- Citations by year
- 2026: 13 · 2025: 19 · 2024: 19 · 2023: 18 · 2022: 17 · 2021: 21 · 2020: 15 · 2019: 2
- FWCI
- 27.69
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- Locations
- Industrial Marketing Management (publishedVersion)
- Funders
- Ministry of Science and Technology, Taiwan (106-2511-S-003-029-MY3)
- National Office for Philosophy and Social Sciences (18CGL014)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- precision marketing, WeChat Moments, cue utilization theory, product involvement, brand familiarity, visual appeal, information quality, trust, privacy concerns, consumer perception
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