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Publication Detailed Description
Engaging with (vs. avoiding) personalized advertising on social media
Journal Title
Journal of Marketing Communications
Year (definitive publication)
N/A
Language
English
Country
United Kingdom
More Information
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Abstract
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.
Acknowledgements
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Keywords
Consumer brand engagement,Personalized advertising,Perceived personalization,Information control,Privacy concerns,Advertising avoidance
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
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