The Personalization Paradox in Facebook Advertising: The Mediating Effect of Relevance on the Personalization–Brand Attitude Relationship and the Moderating Effect of Intrusiveness
Advertisers increasingly use personal information in social media advertisements as a strategy to promote positive brand attitudes. Personalized ads can be perceived as both positive and negative. This two-sided effect of personalization refers to the personalization paradox. An online experiment (N...
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| Format: | Article |
| Language: | English |
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Routledge
2022
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| Online Access: | View Fulltext in Publisher |