Publication
Title
Is this for me? How consumers respond to personalized advertising on social network sites
Author
Abstract
We study the impact of perceived personalization on consumer responses to advertising on Facebook, a popular social network site (SNS). Based on two experiments, we test a moderated mediation model with perceived relevance as the mediator and respondents' attitudes toward Facebook as the moderator of the relationship between perceived personalization on one hand and brand attitude and click intention on the other. The results show that perceived personalization improves responses toward Facebook ads, through perceived relevance. The moderating impact of attitude toward Facebook is significant only in the second study. There, the positive effect of perceived personalization of Facebook advertisements on click intention is stronger for participants with more positive attitudes toward Facebook.
Language
English
Source (journal)
Journal of interactive advertising. - East Lansing, Mich.
Publication
East Lansing, Mich. : 2015
ISSN
1525-2019
Volume/pages
15:2(2015), p. 1-11
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
VABB-SHW
Record
Identification
Creation 15.09.2015
Last edited 20.06.2017
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