Personality and Susceptibility to (Targeted and Tailored) Advertising for Green Products: A Machine-Learning Approach Based on Online Reviews

Brahim Zarouali 1
, 
Jurrian Schreuder 2
1
 
2
 
Amsterdam, the Netherlands | 
Publication type: Book Chapter
Publication date: 2023-04-10
Springer Nature
SJR: —
CiteScore: —
Impact factor: —
ISSN: 26260328, 26260336
Abstract
In recent years, we have witnessed a sharp increase in consumers’ use of various digital devices. This has revealed large amounts of digital trace data, i.e., data on consumers’ online activities, contributions, interactions and communications. Concurrent with the ubiquity of digital devices, technological advances in computing and data analytics such as Natural Language Processing (NLP) and the application of Machine Learning (ML) have arisen, making it possible to discover patterns in the massive quantities of digital data available for marketing purposes.
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Zarouali B., Schreuder J. Personality and Susceptibility to (Targeted and Tailored) Advertising for Green Products: A Machine-Learning Approach Based on Online Reviews // European Advertising Academy. 2023. pp. 179-195.
GOST all authors (up to 50) Copy
Zarouali B., Schreuder J. Personality and Susceptibility to (Targeted and Tailored) Advertising for Green Products: A Machine-Learning Approach Based on Online Reviews // European Advertising Academy. 2023. pp. 179-195.
RIS |
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RIS Copy
TY - GENERIC
DO - 10.1007/978-3-658-40429-1_13
UR - https://doi.org/10.1007/978-3-658-40429-1_13
TI - Personality and Susceptibility to (Targeted and Tailored) Advertising for Green Products: A Machine-Learning Approach Based on Online Reviews
T2 - European Advertising Academy
AU - Zarouali, Brahim
AU - Schreuder, Jurrian
PY - 2023
DA - 2023/04/10
PB - Springer Nature
SP - 179-195
SN - 2626-0328
SN - 2626-0336
ER -
BibTex
Cite this
BibTex (up to 50 authors) Copy
@incollection{2023_Zarouali,
author = {Brahim Zarouali and Jurrian Schreuder},
title = {Personality and Susceptibility to (Targeted and Tailored) Advertising for Green Products: A Machine-Learning Approach Based on Online Reviews},
publisher = {Springer Nature},
year = {2023},
pages = {179--195},
month = {apr}
}