 Can personalised prosocial ads be harnessed for brand equity enhancement?Setareh Heidari, Sepideh Nasiri, Donya Rahmani and Somaye Nargesi International Journal of Internet Marketing and Advertising, 2023, vol. 19, issue 3/4, 305-327 Abstract: Brands from various industries are partnering on social initiatives, using social media to speak out on social challenges. A prosocial ad needs to attract the audience's attention before it can have the intended impact. Since standing out in the digital environment is a constant issue for brands seeking to improve equity, marketers have employed a personalisation strategy. The highlights are: 1) this study developed and validated a comprehensive model to examine the mechanism of personalised ad impact on brand equity; 2) personalised ads were found to be a significant antecedent of brand self-expressiveness and perceived ad value; 3) brand engagement is boosted by a favourable attitude toward the ad and a high level of brand self-expressiveness; 4) customers' engagement with brand-related content on Instagram leads to higher brand equity; 5) theoretical and practical implications for how brand managers can improve brand equity employing the research model are offered. Keywords: personalised advertising; prosocial advertising; brand equity; cause-related marketing; CRM; brand engagement; brand self-expressiveness; perceived ad value; attitude toward the ad. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:19:y:2023:i:3/4:p:305-327 Access Statistics for this article More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd |
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