Abstract：Firms communicate with potential customers who have visited product pages to facilitate the purchase conversion, which is called retargeting communication strategy. By sorting out the existing literature on retargeting strategies, this study clarifies the definition and divides the strategies into six aspects (i.e., customer selection, content, time, approach, location and frequency). Meanwhile, based on the review of the research methods, data sources and the limitations of the existing literature, this study puts forward that future researches can explore the deepening research of retargeting strategy and the expanding evaluation of retargeting effect and so on.
白寅，张荣，任星耀. 再定向营销沟通研究述评与展望[J]. 管理学报, 2022, 19(6): 938-.
BAI Yin，ZHANG Rong，REN Xingyao. Review and Prospect of Research on Retargeting Communication Strategy. Chinese Journal of Management, 2022, 19(6): 938-.
