Cookhwan Kim

Learn More
Personalization is a strategic tool for product or service differentiation, especially when competition is keen in the market. Many personalization strategies have been developed and realized with this in mind. Little is known about the impact of different personalization strategies, regarding different personaliza-tion dimensions on customer retention,(More)
Keywords: Search keyword Online advertising Involvement Online consumer review Keyword ad efficiency Impression Conversion rate Generic keyword Branded keyword Non-branded keyword a b s t r a c t In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer's purchase intention. However, there has(More)
  • 1