Engaging with (vs. avoiding) personalized advertising on social media
(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:
https://lup.lub.lu.se/record/108043c6-226d-4a60-a371-bc35889d629a
- author
- Correia Loureiro, Sandra Maria ; Hollebeek, Linda LU ; Rather, Raouf Ahmad ; Ruivo, Luis ; Kaljund, Kristel and Guerreiro, Joao
- organization
- publishing date
- 2023-12-21
- 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}}, }