A4 Refereed article in a conference publication
How Can Personas Support Online Advertising Process? Proposing ‘Persona-Based Online Advertising Optimization
Authors: Kaate Ilkka, Salminen Joni, Jung Soon-Gyo, Olkkonen Rami, Jansen Bernard
Conference name: EMAC Annual Conference
Publishing place: Denmark
Publication year: 2023
Journal: Proceedings of the European Marketing Academy
Book title : Proceedings of the European Marketing Academy, 52nd, EMAC 2023 Annual
Series title: Proceedings of the European Marketing Academy
ISSN: 1027-3395
eISSN: 2709-1589
Web address : https://proceedings.emac-online.org/index.cfm?abstractid=A2023-112368&How%20Can%20Personas%20Support%20Online%20Advertising%20Proces(external)
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/381106143(external)
Personas represent different kinds of users belonging to a particular demographic, behavior, and/or attitude group. Personas supposedly bring customers closer to marketing management. Personas have been used in marketing for decades but their potential in online advertising optimization is still to be shown. In this research, we determine what an online advertising process (OAP) is and we propose a model for Persona-based online advertising optimization (PbOAO) to conceptually examine personas’ value in each step of the OAP. We conclude by proposing next steps for empirical testing of the PbOAO model.
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