International Journal of Marketing Research Innovation

BEHAVIOURAL TARGETING, PERCEPTION OF INTERNET USERS AND CLICK-THROUGH INTENTIONS: IMPLICATIONS FOR DIGITAL ENTREPRENEURS IN NIGERIA

Seun Oladele — 2022-04-29

This study assessed the effect of adverts (Ads) based on users’ interest, Ads intrusiveness on the perception of behavioural targeting and click-through intention. The study further examined how the perception of behavioural targeting mediates the interaction between Ads based on users’ interest, Ads intrusiveness and click-through intentions. The study was a descriptive survey, and the approach was deductive. The study collected primary data from a sample of 376 internet users in Nigeria using a cloud-based questionnaire. The data obtained were analysed using descriptive and inferential statistical tools. Partial least square structural equation modelling (PLS-SEM) was used to test the hypotheses. Findings showed that Ads based on users’ interest and Ads intrusiveness predict click-through intentions and the perception of behavioural targeting. Perception of behavioural targeting mediated the interaction between Ads based on users’ interests and click-through intentions. Overall, the study concluded that Ads based on users’ interest and Ads intrusiveness influences the perception of behavioural targeting, which affects click-through intention. Hence the study recommended that digital entrepreneurs carefully design, manage and control the Ads contents they direct to customers. Digital entrepreneurs should exercise caution in implementing their behavioural targeting strategy so as not to breach an acceptable threshold.

JEL Classification Codes: M13, M31, M37.

THE IMPACT OF ELECTRONIC ADVERTISEMENTS ON FINANCIAL SERVICES DEVELOPMENT IN JORDANIAN COMMERCIAL BANK

Waseem Al-Khalil — 2022-10-09

The study purpose is to examine the impact of electronic advertisements with their dimensions (advertising text, clarity of advertisement content, directing and technical design of the advertisement, and advertisement stimuli) on the development of banking services with their dimensions (technology used for services, quality of services, and diversity of services). The study methodology depend on the descriptive analysis approach used, and the study population covered all marketing department employees in the Jordanian commercial banks with a number of (409) employees, and the (SPSS) statistical program was used for hypothesis testing. The study concluded that there is a statistically significant effect at the level of significance (α≤0.05) for electronic advertisements with their combined dimensions (advertisement text, clarity of advertisement content, output and technical design of advertisement, and advertisement stimuli) in the development of banking services with its combined dimensions (technology used for services, quality of services, and diversity of services) for Jordanian commercial banks. The study findings suggest that the electronic advertisements are required including recorded videos that explain the nature of financial services within a clear content that highlights the benefits of those services and is designed and produced in technical ways within attractive stimuli for customers of Jordanian commercial banks.

JEL Classification Codes: M30, M37.

GLOBAL PERSPECTIVE OF CONSUMER BEHAVIOUR DURING COVID-19

Robaka Shamsher — 2022-10-09

The coronavirus (COVID-19) pandemic has triggered the most significant global repercussions. This global crisis has drastically transformed consumers' market needs, attitudes,s and purchase intentions. The new market dynamics have taught consumers to set new priorities regarding their shopping habits and consumer behavior. This study examines the global perspective of changing consumer behavior during COVID-19 and reveals the sustainability of which behavioral changes are permanent. This study is based on descriptive research as it describes the changes in consumer behavior during the COVID-19 pandemic. The research design has been conducted using by secondary data method to analyze the changing behavioral perceptions. The results of the study revealed four aspects of behavioral changes. These are changes in shopping behavior, changes in spending behavior, changes in consumer behavior, and changes in brand loyalty. The study's findings also divulged that some consumer behavioral transformations could be endured after the pandemic. This study has important implications for professionals and academicians in adopting marketing decisions by integrating the fluctuating demands of consumers through communicating suitable marketing strategies to survive the transference of consumer behavior instigated by the pandemic.

JEL Classification Codes: D10, M31.