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Linda Hollebeek
Visiting professor
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Engaging with (vs. avoiding) personalized advertising on social media
Author
Summary, in English
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.
Department/s
- Marketing
Publishing year
2023-12-21
Language
English
Publication/Series
Journal of Marketing Communications
Document type
Journal article
Publisher
Taylor & Francis
Topic
- Business Administration
Keywords
- Consumer brand engagement
- personalized advertising
- perceived personalization
- information control
- privacy concerns
- advertising avoidance
Status
Epub
ISBN/ISSN/Other
- ISSN: 1352-7266