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Loureiro, S. M. C., Hollebeek, L. D., Raouf, A. R., Ruivo, L., Kaljund, K. & Guerreiro, J. (N/A). Engaging with (vs. avoiding) personalized advertising on social media. Journal of Marketing Communications. N/A

S. M. Loureiro et al.,  "Engaging with (vs. avoiding) personalized advertising on social media", in Journal of Marketing Communications, vol. N/A, N/A

@article{loureiroN/A_1732206322386,
	author = "Loureiro, S. M. C. and Hollebeek, L. D. and Raouf, A. R. and Ruivo, L. and Kaljund, K. and Guerreiro, J.",
	title = "Engaging with (vs. avoiding) personalized advertising on social media",
	journal = "Journal of Marketing Communications",
	year = "N/A",
	volume = "N/A",
	number = "",
	doi = "10.1080/13527266.2023.2289044",
	url = "https://www.tandfonline.com/doi/full/10.1080/13527266.2023.2289044"
}

TY  - JOUR
TI  - Engaging with (vs. avoiding) personalized advertising on social media
T2  - Journal of Marketing Communications
VL  - N/A
AU  - Loureiro, S. M. C.
AU  - Hollebeek, L. D.
AU  - Raouf, A. R.
AU  - Ruivo, L.
AU  - Kaljund, K.
AU  - Guerreiro, J.
PY  - N/A
SN  - 1352-7266
DO  - 10.1080/13527266.2023.2289044
UR  - https://www.tandfonline.com/doi/full/10.1080/13527266.2023.2289044
AB  - This study investigates binomial consumer brand engagement (vs. advertising avoidance) in the social media context. Grounded in social exchange theory, the relationships between personalized advertising, information control, privacy concerns, advertising avoidance, and consumer brand engagement are analyzed by drawing on a survey comprising n = 429 participants. The findings reveal that personalized advertising boosts brand engagement while also reducing privacy concerns. Additionally, it has been discovered that privacy concerns do not have a significant impact on consumers’ engagement with a brand. Overall, this study demonstrates that consumers can recognize personalized advertising and are open to relying on it. 
ER  -