In search of time to bring the message on social media: Effects of temporal targeting and weather on digital consumers

• Published in: Frontiers in psychology Vol. 13; p. 1042714
• Main Authors: Yoon, Gunwoo, Li, Cong, Choi, John Juyoung
• Format: Journal Article
• Language: English
• Published: Frontiers Media S.A 16.11.2022
• Subjects: contextual marketing; field experiment; Psychology; social media; temporal targeting; weather

Marketers always incline to deliver advertising messages to the right consumer at the right time. Yet, the question of when exactly should such a persuasive message be sent to a consumer remains elusive in the existing literature. The current study aims to address this research question within the t...