Resist or engage? Effectiveness of personalised online advertising

Personalised advertising is considered to be further enabled by the internet technology as a tool to build more personal relationships between brands and consumers. Personal preferences disclosed by consumers online can help advertisers to create more targeted selling communication which is perceived as more appealing and therefore, enhancing positive attitude and purchase intention towards particular products or brands. In this paper personalisation will adopt the meaning that organisations recognise consumers as individuals through personal communication, targeted banner ads, special promotions and other personal interactions (McMillan, 2004). 

Read More