Like or dislike? Adolescents’ responses to personalized social network site advertising
Year: 2016
Type: article
Abstract: Increasingly, personal data posted by users of social network sites (SNSs) can be used to personalize advertising. The present study investigates how adolescents respond to personalized ads in terms of attitude toward the ad, brand engagement and intention to forward, and whether privacy concerns moderate their responses. According to pretest results, a medium level of personalization was expected to be optimal in terms of advertising effectiveness. A within-subjects experiment involving 40 participants aged 14–18 years was performed. Three conditions of personalized advertising were designed with, respectively, low, medium, and high levels of personalization. The study found that the highest personalization condition generated the most positive response and that privacy concerns did not moderate the effects of personalization. The privacy paradox is discussed as an alternative explanation, along with other implications of the results.
Institutions: University of Antwerp, Tilburg University, University of Amsterdam
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
Funder: Universiteit Antwerpen
OpenAlex ID: W2407975204