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

Correia Loureiro, Sandra Maria ; Hollebeek, Linda LU ; Rather, Raouf Ahmad ; Ruivo, Luis ; Kaljund, Kristel and Guerreiro, Joao (2023) In Journal of Marketing Communications
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.
Please use this url to cite or link to this publication:
author
; ; ; ; and
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
Consumer brand engagement, personalized advertising, perceived personalization, information control, privacy concerns, advertising avoidance
in
Journal of Marketing Communications
publisher
Taylor & Francis
external identifiers
  • scopus:85180260034
ISSN
1352-7266
DOI
10.1080/13527266.2023.2289044
language
English
LU publication?
yes
id
108043c6-226d-4a60-a371-bc35889d629a
date added to LUP
2023-12-22 10:22:50
date last changed
2024-01-07 04:01:38
@article{108043c6-226d-4a60-a371-bc35889d629a,
  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.}},
  author       = {{Correia Loureiro, Sandra Maria and Hollebeek, Linda and Rather, Raouf Ahmad and Ruivo, Luis and Kaljund, Kristel and Guerreiro, Joao}},
  issn         = {{1352-7266}},
  keywords     = {{Consumer brand engagement; personalized advertising; perceived personalization; information control; privacy concerns; advertising avoidance}},
  language     = {{eng}},
  month        = {{12}},
  publisher    = {{Taylor & Francis}},
  series       = {{Journal of Marketing Communications}},
  title        = {{Engaging with (vs. avoiding) personalized advertising on social media}},
  url          = {{http://dx.doi.org/10.1080/13527266.2023.2289044}},
  doi          = {{10.1080/13527266.2023.2289044}},
  year         = {{2023}},
}