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Can data-driven precision marketing promote user ad clicks? Evidence from advertising in WeChat moments

Yu, Chuanpeng, Zhang, Zhengang, Lin, Chunpei, Wu, Yenchun Jim·2020·Industrial Marketing Management

DOI 10.1016/j.indmarman.2019.05.001

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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
ORCID: Yu, Chuanpeng
Zhang, Zhengang
Lin, Chunpei
Wu, Yenchun Jim
Venue: Industrial Marketing Management
Publisher: Elsevier BV
Published: 2020-10
Volume: 90
Pages: 481-492
ISSN: 0019-8501 (ISSN-L)
DOI: 10.1016/j.indmarman.2019.05.001
OpenAlex: W2946708860
Cited by: 124
References: 93
Citations by year: 2026: 13 · 2025: 19 · 2024: 19 · 2023: 18 · 2022: 17 · 2021: 21 · 2020: 15
FWCI: 27.69
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
www.elsevier.com/legal/tdmrep-license (tdm)
doi.org/10.15223/policy-017 (stm-asf)
doi.org/10.15223/policy-037 (stm-asf)
doi.org/10.15223/policy-012 (stm-asf)
doi.org/10.15223/policy-029 (stm-asf)
doi.org/10.15223/policy-004 (stm-asf)
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 › Business, Management and Accounting › Marketing › 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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Can data-driven precision marketing promote user ad clicks? Evidence from advertising in WeChat moments

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