The impact of targeted digital marketing ads on brand Image in the Greek market

Abstract

The goal of this dissertation is to investigate the impact of targeted digital marketing ads on brand image in the Greek market, examining a wide range of criteria ranging from privacy implications regarding targeted digital marketing ads to more specific ones regarding the influence the brand image has on consumer buying decisions, and also how targeted advertising affect the buying decisions of consumers, etc. Quantitative methods were utilized, including frequency tables, pie charts, cross tabulations, and hypothesis testing via the Spearman correlation metric with stacked bar charts. The data was collected through questionnaires which were distributed via social media and email. Our results indicate the importance of targeted advertising and the influence it has on consumer’s buying decisions as well as the impact it has on brand image specifically in the Greek market.