How Can Personas Support Online Advertising Process? Proposing ‘Persona-Based Online Advertising Optimization

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dc.contributor.authorKaate Ilkka
dc.contributor.authorSalminen Joni
dc.contributor.authorJung Soon-Gyo
dc.contributor.authorOlkkonen Rami
dc.contributor.authorJansen Bernard
dc.contributor.organizationfi=avoin yliopisto ja jatkuva oppiminen|en=Open University and Continuous Learning|
dc.contributor.organizationfi=markkinointi|en=Marketing|
dc.contributor.organization-code1.2.246.10.2458963.20.50826905346
dc.contributor.organization-code1.2.246.10.2458963.20.58404269159
dc.converis.publication-id381106143
dc.converis.urlhttps://research.utu.fi/converis/portal/Publication/381106143
dc.date.accessioned2025-08-27T22:31:10Z
dc.date.available2025-08-27T22:31:10Z
dc.description.abstract<p> 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. <br></p>
dc.identifier.issn1027-3395
dc.identifier.jour-issn1027-3395
dc.identifier.olddbid202306
dc.identifier.oldhandle10024/185333
dc.identifier.urihttps://www.utupub.fi/handle/11111/46492
dc.identifier.urlhttps://proceedings.emac-online.org/index.cfm?abstractid=A2023-112368&How%20Can%20Personas%20Support%20Online%20Advertising%20Proces
dc.identifier.urnURN:NBN:fi-fe2025082789747
dc.language.isoen
dc.okm.affiliatedauthorKaate, Ilkka
dc.okm.affiliatedauthorOlkkonen, Rami
dc.okm.discipline512 Business and managementen_GB
dc.okm.discipline512 Liiketaloustiedefi_FI
dc.okm.internationalcopublicationinternational co-publication
dc.okm.internationalityInternational publication
dc.okm.typeA4 Conference Article
dc.publisher.countryBelgiumen_GB
dc.publisher.countryBelgiafi_FI
dc.publisher.country-codeBE
dc.publisher.placeDenmark
dc.relation.conferenceEMAC Annual Conference
dc.relation.ispartofjournalProceedings of the European Marketing Academy
dc.relation.ispartofseriesProceedings of the European Marketing Academy
dc.source.identifierhttps://www.utupub.fi/handle/10024/185333
dc.titleHow Can Personas Support Online Advertising Process? Proposing ‘Persona-Based Online Advertising Optimization
dc.title.bookProceedings of the European Marketing Academy, 52nd, EMAC 2023 Annual
dc.year.issued2023

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