Which Gen Z Mobile Users Should Retailers Retarget?

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Summary

Even though it is a common practice in the industry, researchers so far have not reached a uniform conclusion about how or even whether retargeting works. But a new study focused on Gen Z mobile users offers insight into the early stages of decision making, and a multitude of factors that influence these consumers’ perceptions when viewing luxury fashion ads for a second and third time.

Author bios:

Yllka Azemi (yazemi@iu.edu) is an assistant professor of marketing at Indiana University Northwest’s School of Business and Economics. Her research interests include online service failure and recovery strategies, social media marketing, mobile marketing, and consumer journey and behavior.

Wilson Ozuem (wilson.ozuem@aru.ac.uk) is an associate professor of management at Anglia Ruskin University, U.K. His general area of expertise lies in digital marketing and fashion marketing, with a specific focus on understanding the influences of emerging computer-mediated marketing environments on the fashion industry.