Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/33022
Autoria: Loureiro, S. M. C.
Hollebeek, L.
Raouf, A. R.
Ruivo, L.
Kaljund, K.
Guerreiro, J.
Data: 2023
Título próprio: Engaging with (vs. avoiding) personalized advertising on social media
Título da revista: Journal of Marketing Communications
Volume: N/A
Referência bibliográfica: 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
Palavras-chave: Consumer brand engagement
Personalized advertising
Perceived personalization
Information control
Privacy concerns
Advertising avoidance
Resumo: 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.
Arbitragem científica: yes
Acesso: Acesso Aberto
Aparece nas coleções:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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