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Title
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"Everything under control?" : privacy control salience influences both critical processing and perceived persuasiveness of targeted advertising among adolescents
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Author
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Abstract
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| Given that adolescents continuously interact with the user interface of a social networking site, it might be a strategic place to address privacy-related issues. This study investigates whether and how privacy control features embedded in Facebooks user interface could serve as a cue to influence adolescents in their critical processing and perceived persuasiveness of targeted advertisements. To test this, an experimental study among 178 adolescents aged 14-16 years was conducted. Results reveal that increasing privacy control salience by means of user interface elements leads to more critical processing of targeted advertising; at the same time, when adolescents perceive a higher privacy control, they also evaluate a targeted ad as more effective, convincing and reliable (i.e., increase in perceived persuasiveness). The study further identifies two underlying mechanisms by which these effects operate: perceived control and self-efficacy. Based on these findings, theoretical contributions and practical implications are discussed to optimize advertising campaigns on social networking sites in a responsible and privacy-protective way. |
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Language
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English
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Source (journal)
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Cyberpsychology: journal of psychosocial research on cyberpspace. - Brno
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Publication
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Brno
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2018
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ISSN
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1802-7962
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DOI
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10.5817/CP2018-1-5
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Volume/pages
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12
:1
(2018)
, p. 1-19
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Article Reference
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UNSP 5
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ISI
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000439834200005
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Medium
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E-only publicatie
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Full text (Publisher's DOI)
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Full text (open access)
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