Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/33022
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dc.contributor.authorLoureiro, S. M. C.-
dc.contributor.authorHollebeek, L.-
dc.contributor.authorRaouf, A. R.-
dc.contributor.authorRuivo, L.-
dc.contributor.authorKaljund, K.-
dc.contributor.authorGuerreiro, J.-
dc.date.accessioned2025-01-14T10:06:19Z-
dc.date.issued2023-
dc.identifier.citationLoureiro, 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-
dc.identifier.issn1352-7266-
dc.identifier.urihttp://hdl.handle.net/10071/33022-
dc.description.abstractThis 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.eng
dc.language.isoeng-
dc.publisherRoutledge/Taylor and Francis-
dc.rightsopenAccess-
dc.subjectConsumer brand engagementeng
dc.subjectPersonalized advertisingeng
dc.subjectPerceived personalizationeng
dc.subjectInformation controleng
dc.subjectPrivacy concernseng
dc.subjectAdvertising avoidanceeng
dc.titleEngaging with (vs. avoiding) personalized advertising on social mediaeng
dc.typearticle-
dc.peerreviewedyes-
dc.volumeN/A-
dc.date.updated2025-01-14T10:05:21Z-
dc.description.versioninfo:eu-repo/semantics/acceptedVersion-
dc.identifier.doi10.1080/13527266.2023.2289044-
dc.subject.fosDomínio/Área Científica::Ciências Sociais::Economia e Gestãopor
dc.date.embargo2025-06-18-
iscte.subject.odsTrabalho digno e crescimento económicopor
iscte.subject.odsIndústria, inovação e infraestruturaspor
iscte.identifier.cienciahttps://ciencia.iscte-iul.pt/id/ci-pub-99543-
iscte.alternateIdentifiers.scopus2-s2.0-85180260034-
iscte.journalJournal of Marketing Communications-
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