A dark side of retargeting? How advertisements that follow users affect post-purchase consumer behavior: Evidence from the tourism industry in Saudi Arabia
This study aims to explore the complex effects of post-purchase retargeting ads on consumer behavior, with a focus on expectation confirmation, satisfaction, and repurchase intentions. Additionally, it examines the influence of time spent online on these effects. Anchored in expectation confirmation...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2023-12-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19265/IM_2023_04_Alghanayem.pdf |
| _version_ | 1827593446645301248 |
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| author | Haitham Alghanayem Giuseppe Lamberti Jordi López-Sintas |
| author_facet | Haitham Alghanayem Giuseppe Lamberti Jordi López-Sintas |
| author_sort | Haitham Alghanayem |
| collection | DOAJ |
| description | This study aims to explore the complex effects of post-purchase retargeting ads on consumer behavior, with a focus on expectation confirmation, satisfaction, and repurchase intentions. Additionally, it examines the influence of time spent online on these effects. Anchored in expectation confirmation theory (ECT), the study analyzes responses from 396 Saudi Arabian e-tourism customers who encountered competitive retargeting ads after purchasing an e-tourism package. The analysis employs partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (MGA) to test the hypotheses. A notable finding is the direct negative impact of retargeting ads on expectation confirmation: increased exposure to such ads post-purchase seems to diminish the perception that initial expectations of the product or service are being met. The negative effect of these ads also indirectly influences satisfaction and repurchase intentions. Furthermore, the MGA results indicate variations in this negative impact based on the time spent online. Specifically, the more time consumers spend online, the stronger the negative impact, leading to a significant decrease in satisfaction and repurchase intentions. These insights reveal the complex nature of post-purchase retargeting ads and underscore the importance of accounting for consumers’ online behavior. They offer valuable direction for marketers to refine retargeting strategies to better resonate with consumer expectations. |
| first_indexed | 2024-03-09T02:11:05Z |
| format | Article |
| id | doaj.art-bb17189b3b084a62a4df7b816672ccbb |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-03-09T02:11:05Z |
| publishDate | 2023-12-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-bb17189b3b084a62a4df7b816672ccbb2023-12-07T11:42:56ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262023-12-0119423424610.21511/im.19(4).2023.1919265A dark side of retargeting? How advertisements that follow users affect post-purchase consumer behavior: Evidence from the tourism industry in Saudi ArabiaHaitham Alghanayem0https://orcid.org/0000-0002-9912-6994Giuseppe Lamberti1https://orcid.org/0000-0002-8666-796XJordi López-Sintas2https://orcid.org/0000-0001-5441-4039Lecturer, College of Science and Arts in Sajir, Department of Business Administration, Shaqra University, Saudi ArabiaDr., Department of Business, School of Economics and Business, Universitat Autònoma de Barcelona [Autonomous University of Barcelona], SpainProf., Department of Business, School of Economics and Business, Universitat Autònoma de Barcelona [Autonomous University of Barcelona], SpainThis study aims to explore the complex effects of post-purchase retargeting ads on consumer behavior, with a focus on expectation confirmation, satisfaction, and repurchase intentions. Additionally, it examines the influence of time spent online on these effects. Anchored in expectation confirmation theory (ECT), the study analyzes responses from 396 Saudi Arabian e-tourism customers who encountered competitive retargeting ads after purchasing an e-tourism package. The analysis employs partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (MGA) to test the hypotheses. A notable finding is the direct negative impact of retargeting ads on expectation confirmation: increased exposure to such ads post-purchase seems to diminish the perception that initial expectations of the product or service are being met. The negative effect of these ads also indirectly influences satisfaction and repurchase intentions. Furthermore, the MGA results indicate variations in this negative impact based on the time spent online. Specifically, the more time consumers spend online, the stronger the negative impact, leading to a significant decrease in satisfaction and repurchase intentions. These insights reveal the complex nature of post-purchase retargeting ads and underscore the importance of accounting for consumers’ online behavior. They offer valuable direction for marketers to refine retargeting strategies to better resonate with consumer expectations.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19265/IM_2023_04_Alghanayem.pdfadvertisingconsumer behaviore-tourismexpectation confirmationmultigroup analysisretargeting ads |
| spellingShingle | Haitham Alghanayem Giuseppe Lamberti Jordi López-Sintas A dark side of retargeting? How advertisements that follow users affect post-purchase consumer behavior: Evidence from the tourism industry in Saudi Arabia Innovative Marketing advertising consumer behavior e-tourism expectation confirmation multigroup analysis retargeting ads |
| title | A dark side of retargeting? How advertisements that follow users affect post-purchase consumer behavior: Evidence from the tourism industry in Saudi Arabia |
| title_full | A dark side of retargeting? How advertisements that follow users affect post-purchase consumer behavior: Evidence from the tourism industry in Saudi Arabia |
| title_fullStr | A dark side of retargeting? How advertisements that follow users affect post-purchase consumer behavior: Evidence from the tourism industry in Saudi Arabia |
| title_full_unstemmed | A dark side of retargeting? How advertisements that follow users affect post-purchase consumer behavior: Evidence from the tourism industry in Saudi Arabia |
| title_short | A dark side of retargeting? How advertisements that follow users affect post-purchase consumer behavior: Evidence from the tourism industry in Saudi Arabia |
| title_sort | dark side of retargeting how advertisements that follow users affect post purchase consumer behavior evidence from the tourism industry in saudi arabia |
| topic | advertising consumer behavior e-tourism expectation confirmation multigroup analysis retargeting ads |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19265/IM_2023_04_Alghanayem.pdf |
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