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

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