Analysis of the Impact of Targeted Advertising Methods on Consumer Buying Behavior in the B2C Segment

Inhaltsverzeichnis (Table of Contents)

• 1. Introduction
  • 1.1 Introduction to targeted advertising methods
  • 1.2 Objectives of the thesis
  • 1.3 Structure of the thesis
• 2. Theoretical framework
  • 2.1 Definition of relevant terms
    • 2.1.1 Targeted advertising
    • 2.1.2 Consumer buying behavior
    • 2.1.3 Business-to-consumer
  • 2.2 Targeted advertising methods
    • 2.2.1 Technical targeting
    • 2.2.2 Sociodemographic targeting
    • 2.2.3 Behavior-based targeting
    • 2.2.4 Language-based targeting
    • 2.2.5 Enterprise-based targeting
    • 2.2.6 Integrated targeting
  • 2.3 Influencing factors on consumer buying behavior
    • 2.3.1 Cultural factors
    • 2.3.2 Social factors
    • 2.3.3 Personal factors
    • 2.3.4 Psychological factors
  • 2.4 Current state of research
    • 2.4.1 Targeted advertising effectiveness
    • 2.4.2 Privacy concerns
    • 2.4.3 Impact on consumer buying behavior
    • 2.4.4 Subsequent research
• 3. Empirical research
  • 3.1 Research on technical targeting methods
    • 3.1.1 Research objectives
    • 3.1.2 Introduction of hypotheses
  • 3.2 Methodology
    • 3.2.1 Research design
    • 3.2.2 Research implementation
    • 3.2.3 Data analysis
  • 3.3 Research findings
    • 3.3.1 Sample composition
    • 3.3.2 Findings on technical targeting methods
    • 3.3.3 Findings on technical targeting methods and demography
• 4. Discussion
  • 4.1 Complementary findings
    • 4.1.1 Complementary findings on technical targeting methods
    • 4.1.2 Complementary findings on technical targeting methods and demography
  • 4.2 Interpretation of research findings
    • 4.2.1 Research findings and contemporary literature
    • 4.2.2 Recommendations for practical implementation

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This bachelor thesis aims to analyze the impact of targeted advertising methods on consumer buying behavior within the B2C segment. It seeks to understand how different targeting strategies influence consumer decisions and purchasing patterns. The thesis utilizes a combination of theoretical framework and empirical research to provide insights into the effectiveness, ethical considerations, and practical implications of targeted advertising practices.

• Targeted advertising methods and their impact on consumer buying behavior
• The effectiveness of different technical targeting methods in influencing purchase decisions
• The relationship between demographic factors and the effectiveness of targeting methods
• Ethical considerations and privacy concerns associated with targeted advertising
• Practical implications and recommendations for implementing targeted advertising strategies

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 provides an introduction to the topic of targeted advertising methods and the objectives of the thesis. It outlines the structure and scope of the research, setting the stage for the subsequent analysis.

Chapter 2 delves into the theoretical framework, defining relevant terms like targeted advertising, consumer buying behavior, and business-to-consumer. It explores various targeting methods, including technical, sociodemographic, behavior-based, language-based, enterprise-based, and integrated approaches. Furthermore, it discusses the factors that influence consumer buying behavior, such as cultural, social, personal, and psychological influences. Finally, the chapter reviews the current state of research on the effectiveness, privacy concerns, and impact of targeted advertising on consumer behavior.

Chapter 3 focuses on the empirical research conducted for the thesis. It outlines the research objectives and hypotheses, details the methodology employed, and presents the research findings on the impact of technical targeting methods on consumer behavior and its relationship with demographic factors.

Chapter 4 delves into the discussion of the research findings, exploring their implications and connections to existing literature. It also provides recommendations for the practical implementation of targeted advertising strategies based on the study's results.

Schlüsselwörter (Keywords)

The thesis revolves around the key concepts of targeted advertising, consumer buying behavior, B2C segment, technical targeting, sociodemographic targeting, behavioral targeting, privacy concerns, and empirical research. These concepts provide a framework for understanding the impact of targeted advertising methods on consumer purchase decisions within the B2C market, taking into account ethical considerations and practical implications.