Jari Vesanen's research while affiliated with Helsinki School of Economics and other places

Publications (4)

Article
Purpose – The object of this paper is to help to understand what it is all about in question when talking about personalization. Design/methodology/approach – A conceptual framework of personalization is presented, based on the literature. Findings – Marketers are looking increasingly at personalization to help them improve the performance of the...
Article
It has been suggested that personalization offers an avenue to improve marketing performance; however, there are several organizational and technical hurdles that hinder the efforts of marketers in capitalizing on it. This is largely because personalization has been executed as several disconnected campaigns and operations in many companies. Market...
Article
This article examines the effectivity of mobile advertising in sales of mobile services. Data from 5500 Finnish customers of a multinational service provider reveal that there is a significant increase in sales to customers who were exposed to mobile advertising compared to those who were not exposed. The differences between customer segments were...

Citations

... This thesis's journey through understanding this dynamic field began with definitions. Three influential literature reviews (Adolphs and Winkelmann, 2010;Salonen and Karjaluoto, 2016;Sunikka and Bragge, 2012) showed broad consistency in defining personalization as a process of preference matching (Chellappa, Ramnath and Sin, Raymond, 2005;Miceli et al., 2007;Montgomery and Smith, 2009;Sunikka and Bragge, 2012;Tuzhilin, 2009;Vesanen and Raulas, 2006). It can involve matching one's objective nature with one's subjective needs (Riemer and Totz, 2003). ...
... On the one hand, quality often means the possibility to personalize a product or service. Once exclusive to the top-end of the luxury market (e.g., Rolls Royce co-designing with the customers its 5000 cars per year), personalization is now becoming more and more common for goods with a much lower price tag (Torn & Vaneker, 2019;Vesanen, 2007). ...
... Personalization refers to a customer-oriented technological process that enables companies to automatically adapt their website content to every customer based on their data (Arora et al. 2008;Vesanen and Raulas 2006). This process is often confused with customization (Ho and Bodoff 2014). ...
... Mobile communication scholars have found significant differences in adopting a particular mobile device between those who are not very familiar with the device and those who have experience using the device and suggested using different strategies to motivate different mobile users (Merisavo et al., 2006). To explore whether the difference also exists between those who have previously made mobile donations and those who have not, this study asks the following final research question: ...