The Role Of Blogger And Personalization In Digital Ads Indonesia

Ignatius Enda Panggati, Boto Simatupang, Sri Bramantoro Abdinagoro

doi:10.17762/pae.v57i9.247

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Published: Jan 26, 2021

DOI: https://doi.org/10.17762/pae.v57i9.247

Ignatius Enda Panggati, Boto Simatupang, Sri Bramantoro Abdinagoro

Abstract

Digital ads or digital advertising showed a promising growth in Indonesia. However, digital ads spending in Indonesia was very low compared to television ads spending. This study investigatesconsumersattitude towards digital ads (CATDA) in Indonesia and its antecedents that arerelevant to Indonesian consumers context. Blogger as digital influencer played a significant role inconsumers decision-making process in Indonesia. This study focusses on the role of blogger and personalization in digital ads in Indonesia. Quantitative questionnaires were used in this study. Data were collected from 262 university students. Findings found that trust inBloggerdoesnt have an influence in digital ads. Bloggers recommendation was found to have significant impacts on CATDA and consumers purchase intention and personalization was found to have significant effect toward CATDA in Indonesia. For managerial implications, this study suggests that marketers should strategize their marketing effectively by considering the personalization factor in their digital ads, and blogger recommendation as one of their media.

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Vol. 57 No. 9 (2020): Volume 57 No. 9 (2020)

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