How do human attitudes and values predict online marketing responsiveness? Comparing consumer segmentation bases toward brand purchase and marketing response

This study considers online-marketing and -advertising effectiveness as well as consumer-segmentation research.

MANAGEMENT SLANT

  • This study compares human values and attitudes, segmentation bases widely applied in practice, in terms of their predictive power on online-marketing responsiveness—that is, how they differentiate consumers’ click and order behavior in different online-marketing channels and brand-purchase behavior.
  • Using an extensive real-life sample, the study identifies the most powerful of the segmentation bases for each type of marketing channel.
  • On the basis of these findings, practitioners will be able to custom tailor and fine-tune their segmentation models for their specific needs in online marketing to link them closely to actual click and order behavior...

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