Engaging with (vs. avoiding) personalized advertising on social media

Sandra Maria Correia Loureiro, Linda Hollebeek, Raouf Ahmad Rather, Luis Ruivo, Kristel Kaljund, Joao Guerreiro

Research output: Contribution to journalArticlepeer-review

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.
Original languageEnglish
JournalJournal of Marketing Communications
DOIs
Publication statusE-pub ahead of print - 2023 Dec 21

Subject classification (UKÄ)

  • Business Administration

Free keywords

  • Consumer brand engagement
  • personalized advertising
  • perceived personalization
  • information control
  • privacy concerns
  • advertising avoidance

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