IDEAS home Printed from https://ideas.repec.org/a/eur/ejmejr/79.html
   My bibliography  Save this article

The Improvement of Retargeting by Big Data: a Decision Support that Threatens the Brand Image?

Author

Listed:
  • Mercanti-Maria Guérin

    (Assoc. Prof. Dr., Université Paris 1 Sorbonne)

Abstract

With the emergence of Big Data and the increasing market penetration of ad retargeting advertising, the advertising industry’s interest in using this new online marketing method is rising. Retargeting is an innovative technology based on Big Data. People who have gone to a merchant site and window-shopped but not purchased can be re-pitched with the product they showed an interest in. Therefore click rates and conversion rates are dramatically enhancing by retargeting. However, in spite of the increasing number of companies investing in retargeting, there is little academic research on this topic. In this paper we explore the links between retargeting, perceived intrusiveness and brand image. As results show the importance of perceived intrusiveness, ad repetition and ad relevance, we introduce new analytical perspectives on online strategies with the goal of facilitating collaboration between consumers and marketers.

Suggested Citation

  • Mercanti-Maria Guérin, 2021. "The Improvement of Retargeting by Big Data: a Decision Support that Threatens the Brand Image?," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 4, ejme_v4_i.
    • Handle: RePEc:eur:ejmejr:79
    DOI: 10.26417/511ybh24h
    as

    Download full text from publisher

    File URL: https://brucol.be/index.php/ejme/article/view/7544
    Download Restriction: no
    File URL: https://brucol.be/files/articles/ejme_v4_i1_21/Maria.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.26417/511ybh24h?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Francesco Burchi & Nicole Rippin & Claudio E. Montenegro, 2018. "From income poverty to multidimensional poverty—an international comparison," One Pager Arabic 400, International Policy Centre for Inclusive Growth.
    2. Widiarto, Indra & Emrouznejad, Ali, 2015. "Social and financial efficiency of Islamic microfinance institutions: A Data Envelopment Analysis application," Socio-Economic Planning Sciences, Elsevier, vol. 50(C), pages 1-17.
    3. World Bank, 2018. "Poverty and Shared Prosperity 2018 [Rapport 2018 sur la pauvreté et la prospérité partagée]," World Bank Publications - Books, The World Bank Group, number 30418, August.
    4. Philippe ADAIR & Imène BERGUIGA, 2010. "Les Facteurs Déterminants De La Performance Sociale Et De La Performance Financière Des Institutions De Microfinance Dans La Région Mena : Une Analyse En Coupe Instantanée," Region et Developpement, Region et Developpement, LEAD, Universite du Sud - Toulon Var, vol. 32, pages 91-120.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Woojin Jung, 2022. "The Discrepancy Between Two Approaches to Global Poverty: What Does it Reveal?," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 162(3), pages 1313-1344, August.
    2. Debdatta Pal & Subrata K. Mitra, 2018. "The efficiency of microfinance institutions with problem loans: A directional distance function approach," Computational and Mathematical Organization Theory, Springer, vol. 24(3), pages 285-307, September.
    3. Md Aslam Mia & V. G. R. Chandran, 2016. "Measuring Financial and Social Outreach Productivity of Microfinance Institutions in Bangladesh," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 127(2), pages 505-527, June.
    4. Olalekan Charles Okunlola & Anthony E. Akinlo, 2021. "Does economic freedom enhance quality of life in Africa?," International Review of Economics, Springer;Happiness Economics and Interpersonal Relations (HEIRS), vol. 68(3), pages 357-387, September.
    5. Alkire, Sabina & Nogales, Ricardo & Quinn, Natalie Naïri & Suppa, Nicolai, 2021. "Global multidimensional poverty and COVID-19: A decade of progress at risk?," Social Science & Medicine, Elsevier, vol. 291(C).
    6. Benoit Decerf, 2021. "Combining absolute and relative poverty: income poverty measurement with two poverty lines," Social Choice and Welfare, Springer;The Society for Social Choice and Welfare, vol. 56(2), pages 325-362, February.
    7. Dutta, Indranil & Nogales, Ricardo & Yalonetzky, Gaston, 2021. "Endogenous weights and multidimensional poverty: A cautionary tale," Journal of Development Economics, Elsevier, vol. 151(C).
    8. Chei Bukari & Millicent Abigail Aning-Agyei & Christian Kyeremeh & Gloria Essilfie & Kofi Fosu Amuquandoh & Anthony Akwesi Owusu & Isaac Christopher Otoo & Kpanja Ibrahim Bukari, 2022. "Effect of COVID-19 on Household Food Insecurity and Poverty: Evidence from Ghana," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 159(3), pages 991-1015, February.
    9. Brandolini, Andrea & Micklewright, John, 2020. "Tony Atkinson's New Book, Measuring Poverty around the World: Some Further Reflections," IZA Discussion Papers 12890, Institute of Labor Economics (IZA).
    10. Oliver Fiala & Enrique Delamónica & Gerardo Escaroz & Ismael Cid Martinez & José Espinoza-Delgado & Aristide Kielem, 2021. "Children in Monetary Poor Households: Baseline and COVID-19 Impact for 2020 and 2021," Economics of Disasters and Climate Change, Springer, vol. 5(2), pages 161-176, July.
    11. Li, Jiaxin & Wang, Zihan & Cheng, Xin & Shuai, Jing & Shuai, Chuanmin & Liu, Jing, 2020. "Has solar PV achieved the national poverty alleviation goals? Empirical evidence from the performances of 52 villages in rural China," Energy, Elsevier, vol. 201(C).
    12. Wijesiri, Mahinda & Yaron, Jacob & Meoli, Michele, 2017. "Assessing the financial and outreach efficiency of microfinance institutions: Do age and size matter?," Journal of Multinational Financial Management, Elsevier, vol. 40(C), pages 63-76.
    13. Jan Anton van Zanten & Rob van Tulder, 2020. "Beyond COVID-19: Applying “SDG logics” for resilient transformations," Journal of International Business Policy, Palgrave Macmillan, vol. 3(4), pages 451-464, December.
    14. Niels Hermes & Marek Hudon, 2018. "Determinants Of The Performance Of Microfinance Institutions: A Systematic Review," Journal of Economic Surveys, Wiley Blackwell, vol. 32(5), pages 1483-1513, December.
    15. Olivier Bargain & Guy Lacroix & Luca Tiberti, 2021. "Intrahousehold Resource Allocation and Individual Poverty: Assessing Collective Model Predictions against Direct Evidence on Sharing," Working Papers hal-03432676, HAL.
    16. Sanae Solhi & Sidi Mohamed Rigar, 2014. "Pérennité Et Efficience Des Institutions De Microfinance Dans La Région MENA," Working Papers 829, Economic Research Forum, revised May 2014.
    17. Wenguang Zhang & Ting Lei & Yu Gong & Jun Zhang & Yirong Wu, 2022. "Using Explainable Artificial Intelligence to Identify Key Characteristics of Deep Poverty for Each Household," Sustainability, MDPI, vol. 14(16), pages 1-21, August.
    18. Yixia Cai & Timothy Smeeding, 2019. "Deep and Extreme Child Poverty in Rich and Poor Nations: Lessons from Atkinson for the Fight Against Child Poverty," LIS Working papers 780, LIS Cross-National Data Center in Luxembourg.
    19. Hasan, Zubair, 2019. "Human development in Muslim countries: need fulfillment versus basic universal income from Islamic perspective," MPRA Paper 97026, University Library of Munich, Germany, revised Sep 2019.
    20. Angela Daley & Thesia Garner & Shelley Phipps & Eva Sierminska, 2020. "Differences across countries and time in household expenditure patterns: implications for the estimation of equivalence scales," International Review of Applied Economics, Taylor & Francis Journals, vol. 34(6), pages 734-757, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eur:ejmejr:79. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Revistia Research and Publishing (email available below). General contact details of provider: https://revistia.org/index.php/ejme .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.