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Social Media Retargeting:Opinions, Clicks and Conversion
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Social media retargeting is a personalized form of online advertisement done on social media using consumers browsing history. The study aims to explore the opinions of online shoppers regarding social media retargeting along with examining the relationship between the frequency of using social media, clicks, and conversion. Data was collected from 235 respondents and 207 responses were used for the final analysis. The data was analyzed using descriptive analysis, ordinal regression, and chi-square. Results revealed that consumers have a positive attitude toward social media retargeting. But out of six opinions only relevant and motivating were statistically significant for frequency of clicks. Furthermore, the results confirmed a moderate association of a frequency of using social media with clicks and conversion, and a strong association between click and purchase. The findings of the study provide insight into the effectiveness of using social media retargeting.
Keywords
Online Advertisements, Retargeting, Social Media, Click, Conversion.
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