Title: The effects of personalisation on advertising value and attitude in the case of Indonesian e-marketplace

Authors: Prima Andriani; Sahid Susilo Nugroho

Addresses: Undergraduate Program of Business Education, Faculty Economics and Management, Jakarta State University, Jakarta, Indonesia ' Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta, Indonesia

Abstract: This study aimed to examine perceptions of personalisation, incentives, timeliness, advertising value, and attitude in Indonesian e-marketplaces. It also investigated the roles of incentives and timeliness in mediating the relationship between personalisation and advertising value. Moreover, it examined the role of advertising value in mediating the relationship between personalisation and attitude. The sample in this study is the users of e-marketplaces, with a total of 376 respondents selected by the purposive sampling method. This study used structural equations modelling (SEM) to test the hypotheses proposed. The findings indicate that for personalisation in advertising to have value, a communication strategy is needed that involves incentives and timeliness in delivering advertisements so that the advertisement gets a good response from customers. This research contributes to the understanding that data profiles and track records of product searches by customers become big data to map personalised product offering strategies.

Keywords: advertising value; attitude; incentives; personalisation; timeliness.

DOI: 10.1504/IJIMA.2025.144189

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.1, pp.33 - 50

Received: 26 Apr 2022
Accepted: 03 Oct 2022
Published online: 31 Jan 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article