Purpose: The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to explore the factors impacting the relationship between personality traits and advertisement persuasiveness....

In arguably the most dynamic period in the history of marketing, and in particular the management of marketing communication, the challenges and opportunities presented by online marketing are both immense and unprecedented. In an effort to understand how these challenges are perceived at the...