Targeting in the new digital age

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dc.contributor.advisorMahajan, Vijay
dc.contributor.committeeMemberSonnier, Garrett
dc.contributor.committeeMemberDuan, Jason
dc.contributor.committeeMemberZhou, Mingyuan
dc.creatorHao, Xinying
dc.creator.orcid0000-0003-4927-1939
dc.date.accessioned2021-06-29T03:09:01Z
dc.date.available2021-06-29T03:09:01Z
dc.date.created2019-12
dc.date.issued2020-05-13
dc.date.submittedDecember 2019
dc.date.updated2021-06-29T03:09:02Z
dc.description.abstractA transformation of digital targeting is underway: The widespread adoption of mobile apps and emojis has created unique opportunities for marketers to develop new strategies to target consumers more effectively. As practitioners shift from traditional digital targeting to mobile and emoji targeting, how can they thrive in the new digital age? Throughout two essays, this dissertation explores two such digital targeting issues. The first essay addresses a common pitfall largely neglected in mobile app marketing -over-targeting: With the bombardment of personalized push notifications, marketers are treading a fine line between customer retention and disengagement with the risk of over-targeting. Beyond customizing delivery times, marketers are also interested in personalizing the content of targeted messages. The second essay explores a novel digital skill -emoji targeting: I develop an emoji mining approach and validate its incremental effect on emoji usage in targeted messages across different levels of product involvement.
dc.description.departmentMarketing
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://hdl.handle.net/2152/86703
dc.identifier.urihttp://dx.doi.org/10.26153/tsw/13654
dc.language.isoen
dc.subjectDigital marketing
dc.subjectMobile targeting
dc.subjectCustomer relationship management
dc.subjectEmoji targeting
dc.titleTargeting in the new digital age
dc.typeThesis
dc.type.materialtext
thesis.degree.departmentMarketing
thesis.degree.disciplineMarketing
thesis.degree.grantorThe University of Texas at Austin
thesis.degree.levelDoctoral
thesis.degree.nameDoctor of Philosophy

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