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Keywords: Targeted marketing
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Journal Articles
Journal of Research in Interactive Marketing (2013) 7 (1): 6–17.
Published: 22 March 2013
... performance is affected by the use of targeted marketing to African American Millennial consumers online. Design/methodology/approach Using the McGuire's Distinctiveness Theory as a framework, this study investigates the role of race in online advertising to determine if having a targeted vehicle (a race...
