Altaf Merchant
Biographic Data
| ID | 9506890 |
|---|---|
| NAME | Altaf Merchant |
| GIVEN NAMES | Altaf |
| FAMILY NAME | Merchant |
| SIGNATURE | MERCHANT A |
| AFFILIATIONS | University of Washington |
| ORCID | 0000-0002-8861-0609 |
| VERIFIED | Yes |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 1 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2025 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 0 |
Personalization payoff: Understanding receptivity to tailored/personalized digital advertising
In the digital marketing era, firms frequently deploy personalized digital advertisements (PDA) to engage potential customers. Although consumers often welcome personalized and tailored ads, they may also deem such ads intrusive and may have privacy concerns. To address this paradox, this study examines individuals’ receptivity to personalized digital advertisements (RPDA)—specifically, their propensity to connect with and engage in such ads. We …
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Personalization payoff: Understanding receptivity to tailored/personalized digital advertising
In the digital marketing era, firms frequently deploy personalized digital advertisements (PDA) to engage potential customers. Although consumers often welcome personalized and tailored ads, they may also deem such ads intrusive and may have privacy concerns. To address this paradox, this study examines individuals’ receptivity to personalized digital advertisements (RPDA)—specifically, their propensity to connect with and engage in such ads. We …
Advertising (1 works) · Biology (1 works) · Business (1 works) · Computer Science (1 works) · Digital Marketing and Social Media (1 works) · Economics (1 works) · Impact of Technology on Adolescents (1 works) · Internet privacy (1 works) · Marketing (1 works) · Microeconomics (1 works)