ONLINE RETARGETING ADVERTISEMENTS AND CONSUMER BEHAVIOUR

Sandip Sane; Nilesh Anute; Diksha Tripathi; Vanandana Hindurao Shinde

doi:10.29121/shodhkosh.v5.i6.2024.1763

Authors

Dr. Sandip Sane Director, ASM’s Institute of Business Management and Research, Savitribai Phule Pune University, Pune, India
Nilesh Anute Associate Professor, ASM’s Institute of Business Management and Research, Pune, India
Dr. Diksha Tripathi Associate Professor, ASM’s Institute of Business Management and Research, Pune, India
Dr. Vanandana Hindurao Shinde Assistant Professor, SVPM'S Institute of Management Malegaon Bk Baramati, Pune, India

DOI:

https://doi.org/10.29121/shodhkosh.v5.i6.2024.1763

Keywords:

Online Retargeting Advertisements, Purchase Decisions, Consumer Behavior

Abstract [English]

The effect of online retargeting adverts on customers' buying decisions is examined in this study article. A mixed-methods research approach was used, incorporating the collection of both quantitative and qualitative data. 500 web users who were exposed to retargeting adverts made up the sample. According to the data, there is a link between seeing retargeting advertising and making decisions to buy, suggesting that the likelihood of buying increases with exposure to these ads. The significance of individualised and non-intrusive ad experiences is highlighted by the enormous influence that attitudes and perceptions towards retargeting advertising have on purchasing decisions. The report emphasises the necessity for marketers to take into account the sustainability and long-term implications of retargeting techniques, including elements like ad fatigue and privacy issues. The limitations of the study include a focus on a specific demographic and the use of self-reported measures. Future research could explore individual differences, the specific content and design aspects of retargeting ads, and comparative effectiveness across different advertising channels. The findings contribute to the understanding of the complex relationship between retargeting advertisements and consumer behavior, providing insights for marketers to optimize their advertising strategies and enhance purchase decisions.

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