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Item #:
143175294
Wie effektiv ist personalisierte Werbung? Auswirkungen von Online-Targeting Methoden auf Einstellung und Verhalten von Nutzern (German Edition)
Item #:
143175294
ZMW 1330
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Order now and get it around Tuesday, September 29
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Product Details
- Bachelorarbeit aus dem Jahr 2020 im Fachbereich Psychologie - Medienpsychologie, Note: 1,0, Universität zu Köln (Humanwissenschaftliche Fakultät), Sprache: Deutsch, Abstract: In der vorliegenden Arbeit werden die positiven und negativen Auswirkungen der Targeting Methoden Behavioral, Contextual und Demographic Targeting auf Einstellung und Verhalten von Benutzern analysiert, um die Frage, wie sich Online-Targeting Methoden am effektivsten einsetzen lassen, zu beantworten. Die methodische Vorgehensweise erfolgt in Form einer systematischen Literaturanalyse. Ergebnisse zeigen, dass relevante Inhalte durch Contextual Targeting eine besonders positive Auswirkung auf Benutzer haben, während Aufdringlichkeit aufgrund von visuell auffälliger, personalisierter Werbung eine zentrale negative Auswirkung beschreibt. Der Aufbau von Vertrauen zum Benutzer erweist sich als effektive Methode, um negativen Auswirkungen entgegenzuwirken. In einer zunehmend digitalisierten Informationsgesellschaft ist man tagtäglich und beinahe jederzeit endlos vielen Reizen ausgesetzt. Durch die orts- und zeitunabhängige Nutzung mobiler Endgeräte und die daraus resultierende ständige Erreichbarkeit durch das Internet, wird insbesondere mittels Online- Werbung eine Fülle an Informationen und Reizen an die Nutzer ausgeliefert. Immer mehr Werbetreibende stehen somit vor der Herausforderung, die Aufmerksamkeit von Internetnutzern zu gewinnen, um letztendlich die Effektivität von Online-Werbung zu steigern. Im Zuge dessen haben sich verschiedene Strategien und Methoden entwickelt. Hierbei liegt der Fokus vor allem darauf, die Relevanz von Werbeinhalten für jeden Nutzer individuell zu steigern. Mithilfe verschiedener Targeting-Methoden hat sich die zielgruppengesteuerte Auslieferung von Online-Werbung demzufolge schon häufig bewährt. Anhand der Personalisierung von Werbung kann es gelingen, die Effizienz von Werbeinhalten zu steigern, indem die Einstellung und das Verhalten von Benutzern im Internet pos
| Item Weight | 1 lbs (450 grams) |
Product Description
Wie effektiv ist personalisierte Werbung? Auswirkungen von Online-Targeting Methoden auf Einstellung und Verhalten von Nutzern (German Edition)
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Customer Questions & Answers
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Question:
What is the main focus of the bachelor thesis?
Answer: The thesis analyzes the effectiveness of various online targeting methods on user behavior and attitudes. -
Question:
What was found to be particularly effective in enhancing user response?
Answer: Contextual targeting with relevant content was found to have a notably positive effect on users. -
Question:
How can advertisers counteract the negative effects of personalized ads?
Answer: Building trust with users is identified as an effective method to counteract the negative effects of overly intrusive ads.
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ZMW 1330
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Features & Benefits
- Explores positive and negative effects of online targeting methods.
- Analyzes Behavioral, Contextual, and Demographic targeting.
- Shows contextually relevant content has a positive impact.
- Highlights the negative effects of intrusive personalized ads.
- Emphasizes building trust with users to mitigate negative effects.
- Focuses on enhancing the relevance of ads for individual users.
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