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...
Main Author: | de Groot, J.I.M (Author) |
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Format: | Article |
Language: | English |
Published: |
Routledge
2022
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Subjects: | |
Online Access: | View Fulltext in Publisher |
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