Personalized Persuasion in Online Advertisements: A Case Study of a Micro-Funding Website

  • Suleman ShahidEmail author
  • Nicole Heise
  • Sundas Zaman
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10515)


This study evaluates the effect of different persuasive communication principles in (online) communication on the attitude and purchasing behaviour of (prospective) customers. It also explores how (prospective) customers’ personality effect the way they react to different implementations of persuasive principles. The research was conducted using an online questionnaire, and a non-profit micro funding website was used as a case study. Our results reveal that persuasive communication is more effective than the neutral communication, and it positively influences the behaviour of customers (prospective donators). Furthermore, we found a couple of personality traits that interact with several implementations of the persuasive principles.


Online personalization Persuasion Web design Micro funding Advertisement Online marketing 


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Copyright information

© IFIP International Federation for Information Processing 2017

Authors and Affiliations

  1. 1.Department of Computer Science, SBA School of Science and EngineeringLahore University of Management SciencesLahorePakistan
  2. 2.Department of Communication and Information Sciences, Tilburg Center for Cognition and CommunicationTilburg UniversityTilburgThe Netherlands
  3. 3.Department of ComputingHeriot Watt UniversityDubaiUnited Arab Emirates

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