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Personalized Persuasion in Online Advertisements: A Case Study of a Micro-Funding Website

Abstract : This study evaluates the effect of different persuasive communication principles in (online) communication on the attitude and purchasing behaviour of (prospective) customers. It also explores how (prospective) customers’ personality effect the way they react to different implementations of persuasive principles. The research was conducted using an online questionnaire, and a non-profit micro funding website was used as a case study. Our results reveal that persuasive communication is more effective than the neutral communication, and it positively influences the behaviour of customers (prospective donators). Furthermore, we found a couple of personality traits that interact with several implementations of the persuasive principles.
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Suleman Shahid, Nicole Heise, Sundas Zaman. Personalized Persuasion in Online Advertisements: A Case Study of a Micro-Funding Website. 16th IFIP Conference on Human-Computer Interaction (INTERACT), Sep 2017, Bombay, India. pp.433-441, ⟨10.1007/978-3-319-67687-6_29⟩. ⟨hal-01717218⟩

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