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dc.creatorSerrano-Malebrán, Jorgees
dc.creatorArenas Gaitán, Jorgees
dc.date.accessioned2021-12-13T13:44:56Z
dc.date.available2021-12-13T13:44:56Z
dc.date.issued2021
dc.identifier.citationSerrano-Malebrán, J. y Arenas Gaitán, J. (2021). When does personalization work on social media? a posteriori segmentation of consumers. Multimedia Tools and Applications, 80 (30), 36509-36528.
dc.identifier.issn1380-7501(impresa)es
dc.identifier.issn1573-7721(electrónico)es
dc.identifier.urihttps://hdl.handle.net/11441/128197
dc.description.abstractThe aim of this research is to find a segment of consumers of fashion products based on their personal visions of personalization of shoppable ads on mobile social media. To meet this objective, three operational objectives are defined. First, a theoretical model is evaluated based on the stimulus-organism-response framework (S–O–R). This examines, with a PLS-SEM approach, how the stimulation of personalization will affect consumers’ internal cognitive state (perceived usefulness) and consequently generates a behavioral response (intention to buy). Second, we look for fashion consumer segments based on their perception of personalization through prediction-oriented segmentation (PLS-POS). Third, the segments are explained based on three constructs that were considered important in fashion consumption through mobile social networks: purchase intention, concern for privacy, and perception of trend. The inclusion of personalization and the perception of usefulness of advertisements can greatly help the intention to purchase clothing to be understood. The application of a posterior segmentation helps to better understand the different types of users exposed to shoppable ads on mobile social networks and their relationship with the purchase intention, concern for privacy and trend. While the measures and scales were tested in a context of mobile clothing trade, the methodology can be applied to other types of products or services.es
dc.formatapplication/pdfes
dc.format.extent20 p.es
dc.language.isoenges
dc.publisherSpringeres
dc.relation.ispartofMultimedia Tools and Applications, 80 (30), 36509-36528.
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectAdvertisinges
dc.subjectSocial commercees
dc.subjectPersonalizationes
dc.subjectPrivacy concernes
dc.subjectMobile social mediaes
dc.titleWhen does personalization work on social media? a posteriori segmentation of consumerses
dc.typeinfo:eu-repo/semantics/articlees
dcterms.identifierhttps://ror.org/03yxnpp24
dc.type.versioninfo:eu-repo/semantics/publishedVersiones
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses
dc.contributor.affiliationUniversidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)es
dc.relation.publisherversionhttps://doi.org/10.1007/s11042-021-11303-2es
dc.identifier.doi10.1007/s11042-021-11303-2es
dc.journaltitleMultimedia Tools and Applicationses
dc.publication.volumen80es
dc.publication.issue30es
dc.publication.initialPage36509es
dc.publication.endPage36528es

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