Content area
Full Text
Abstract
As retargeting marketing provides advertisement to consumers regardless of their intention, companies may induce potential consumers to purchase the advertised product or service in the future. Therefore, this specific feature may serve as strength. However, forced advertisement which does not reflect consumer's choice or intention may also cause aversion, invasion of privacy, and fatigue on consumers. Negative influence caused by forcibleness of retargeting advertising may have negative impacts on brand loyalty. For the purpose of the study, the study measured the forcibleness retargeting advertising, aversion, invasion of privacy, consumer fatigue, and brand loyalty by targeting 418 individual consumers. After the measurement of the variables, the study examined the relationship between these variables with the structural equation model.
Key Words: Retargeting advertising, Forcibleness, Aversion, Invasion of Privacy, Consumer Fatigue, Brand Loyalty
1. Introduction
When we look at the recent internet advertisement trend, we may easily find out that the number of advertisements based on recent search results has increased exponentially. These retargeting advertising became a hot topic in the industry, companies are delivering advertisements utilizing retargeting marketing to their consumers. In the consumer aspect, retargeting advertisements remind the consumers to view the products and services on the purchase list which they reserved for future consumption. In the information search aspect, reduction of cost can be achieved. However, continuous encounters of such advertisement which follows consumer's traits can also cause negative emotions like concerns over the invasion of personal information or privacy.
Retargeting advertising refers to an advertising technique that exposes products or services from a website which a consumer accessed in the past even when the consumer is visiting some other website [1, 2]. Here, the technique utilizes cookie data which remembers the access data of consumers who visit internet websites [2, 3]. For example, if a Facebook user visits an online shopping mall (advertiser online shopping mall) for the purpose of purchasing a tour package, this particular access data is stored in the advertiser's database. Thus, when the user reuses Facebook in the future, an advertisement of the travel agency is exposed at the corner of the screen. Therefore, such automated features can be referred to as forcibleness. Consumers may go through positive experience through the forced exposure method of retargeting advertising. However,...