Applying Social Marketing Theory to Develop Retargeting and Social Networking Advertising Website

Abstract

Retargeting advertising is a new technique applied for online marketing. In the past few years, retargeting advertising had been used in online advertisement. It explored the product information for visitors and focused advertising spending on people who are already familiar with your brand and have recently demonstrated interest. This study applies Social Marketing Theory to develop retargeting advertising system and combines it with social networking advertising. We also develop an E-commerce website to include these two kinds of advertising. Our experimental website was developed by Microsoft ASP. Net 4.0 in C# and JavaScript program. We also use focus group analysis to analyze the conceptual model of our study. Our findings can provide references for practitioners and researchers.