Exploring psychological mechanisms of personalised advertising affecting online impulse buying in the social commerce context

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Exploring psychological mechanisms of personalised advertising affecting online impulse buying in the social commerce context

Purpose - The purpose of this research is to investigate how perceived personalisation of social media advertising influences online impulse buying. In the context of social commerce, this study focused on the factors associated with advertising and their determinant roles in impulse buying. Using S...

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Bibliographic Details
Main Author:	Li, Kangying
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2022
Subjects:	social media advertising; online impulse buying; social commerce; perceived personalisation; perceived interactivity; perceived involvement; arousal.
Online Access:	https://eprints.nottingham.ac.uk/70118/

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