An investigation of the impact of re-targeting mobile advertising on customer’s purchase intentions – a study of the Irish Millennial Market

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Nishida, Leticia
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MSc Marketing with Digital Media
Dublin Business School
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“If your plans don’t include mobile, your plans are not finished.” (Wendy Clark, Coca-Cola) Mobile marketing is increasingly present on digital marketing strategies and its attractiveness to marketers has been propelled by the ubiquitous characteristic of mobile devices and the capability in targeting consumers with relevant content. In turn, retargeting mobile advertising allows companies to serve highly personalised ads in accurate moments with the objective of enticing consumers in returning to their websites, based on their preferences and browsing history. On the other hand, this technique has raised privacy concerns by consumers, who currently perceive targeted mobile advertisements as intrusive. Therefore, there is still a long way for this emerging marketing tool to be exploited to reach its best results and avoid turning into spam. Although solid groundwork from literature has been conducted in the mobile marketing area, there is little academic evidence regarding retargeting mobile advertising effectiveness on consumer’s purchase intentions. This research particularly examines the Irish Millennial market. Hence, quantitative research analysed attitudes and key factors inferred to impact consumer’s purchase intentions driven by retargeting mobile advertisements. The outcomes provide insights about the levels and circumstances retargeting mobile advertising can impact Irish Millennial customer’s purchase intentions, bridging the existing knowledge gap in academia and building a point of reference of the applicability of techniques for industry and future research to scholars and practitioners. Author keywords: Retargeting mobile advertising