The effectiveness of perceived personalisation on personalised advertising on social media

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The effectiveness of perceived personalisation on personalised advertising on social media

Social networking is essential in the Web 2.0 era. Marketers use social media for advertising and branding. Social media advertising will reach 116 billion dollars in 2021, according to forecasts. Personal relevance increases consumer attention and response. Online behavioural advertising (OBA) tail...

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Bibliographic Details
Main Author:	Zhou, Jiahui
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2022
Online Access:	https://eprints.nottingham.ac.uk/70898/

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