Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/33022
Author(s): | Loureiro, S. M. C. Hollebeek, L. Raouf, A. R. Ruivo, L. Kaljund, K. Guerreiro, J. |
Date: | 2023 |
Title: | Engaging with (vs. avoiding) personalized advertising on social media |
Journal title: | Journal of Marketing Communications |
Volume: | N/A |
Reference: | Loureiro, S. M. C., Hollebeek, L., Rather, R. A., Ruivo, L., Kaljund, K., & Guerreiro, J. (2023). Engaging with (vs. avoiding) personalized advertising on social media. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2023.2289044 |
ISSN: | 1352-7266 |
DOI (Digital Object Identifier): | 10.1080/13527266.2023.2289044 |
Keywords: | Consumer brand engagement Personalized advertising Perceived personalization Information control Privacy concerns Advertising avoidance |
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. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Files in This Item:
File | Size | Format | |
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article_99543.pdf | 491,41 kB | Adobe PDF | View/Open |
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