Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

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

Published: May 24, 2023


Ilkka Kaate, University of Turku; Joni Salminen, University of Vaasa; Soon-Gyo Jung, Qatar Computing Research Institute; Rami Olkkonen, University of Turku/Turku School of Economics; Bernard Jansen, Qatar Computing Research Institute


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.