Privacy Concerns in Personalized Advertising Effectiveness on Social Media (original) (raw)
Related papers
The Influence of the privacy concern and social advertising type on the attitude and behavior
International Journal of Informatics and Information Systems, 2019
Nowadays social media can collect consumers' online behavior. The enterprises make the customized advertisement to achieve targeting marketing and close consumers' needs. With the right of privacy, the consumers pay attention to this kind of advertisement. In this study, we made the online questionnaire. Asking the privacy concern, and analyzing the advertising attitude and behavior in a different advertising situation. The result we found that customized advertising made consumers increase positive attitude, but made negative attitude on advertising behavior like click, share, etc. In addition, both male and female have different responses to customized advertisements and intimate products advertisements. The result can serve a reference for manufacturers to make advertising strategies in the future.
IMPACT OF TARGETED DIGITAL ADVERTISING ON CONSUMER BUYING BEHAVIOUR AND PRIVACY CONCERNS
The study aimed to determine how targeted digital advertising influenced consumer buying behavior and privacy concerns. The research design applicable for the study is the descriptive research design. The present study acquires sampling from local respondents in Bangalore. Convenience sampling is selecting the members of samples based on the researcher’s convenient accessibility. The research instrument obtain the primary data through questionnaire. The sample size for the study is 159. The correlation result reveals that online targeted advertisement is positively associated with consumer buying behavior and privacy concerns. The study found that the regression result reveals that all the variables do not positively affect consumer buying behavior, except creditability and attitude. Also, the researcher found that all the variables positively affect privacy concerns. As a result, the research found that customers who appreciate targeted advertising are less inclined to avoid it, highlighting the importance of perceived advertising value.
Like or dislike? Adolescents’ responses to personalized social network site advertising
Journal of Marketing Communications, 2016
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.
International Journal of E-Services and Mobile Applications, 2019
Social advertising, ads in social media platforms, have become popular in recent years because of the evolution of internet technologies such as web analytics and big data mining. The content of the social advertisement is tailored in order to personalize the message to the target consumer groups. In an effort to reach the prospects, marketers should focus on the social leads on social networking sites (SNS) to promote and to sell their brands/products. Drawing on, online personalized advertising literature, e-WOM recommendations and increasing privacy concerns and perceived ad personalization (conceptualized as functions of psychological reactance) on SNS leads to avoid such advertisements. The goal of the study is to investigate the impact of perceived personalization, privacy concern, and e-WOM to consumers' behavioral click through intentions towards social ads. This study contributed to the theory of psychological reactance by indicating that the individuals with less priva...
Business Review, 2019
This study examines online advertising engagement as a potential consequence of perceived personalization in online behavioral advertising (OBA) context. Internet users' privacy concerns were analyzed as a moderator on perceived personalization and online advertising engagement relationship. Scenario based activity design was used and 409 usable questionnaires were incorporated in the statistical analysis. The collected data was analyzed using (SPSS) 21 and AMOS 23. Hayes method was used to perform moderation analysis. The moderation analysis showed a significant result but in the opposite direction as hypothesized i.e., high level of privacy concerns made the relationship between perceived personalization and online advertising engagement strong.
Our paper explores to what extend Facebook advertising generates purchasing intentions, and influence consumers' buying habits. We analyse consumers' opinions regarding issues of privacy and social pressure from online communities, and their effect on consumers' shopping habits. By conducting a survey, and comparing our findings with findings in the literature, we aim to compare users viewpoints of internet advertising from the late 90's with the viewpoints of young people that are constantly exposed to social media. We argue that there are minor changes in the users viewpoints during that period, and show that users rely more on the internet as a source of information, yet social pressure and eWoM are still the major mechanisms that contribute to a brand's success. The main conclusion of our study is that brands should invest in the social communication aspects of Facebook as an advertising mechanism.
Although online behavioural advertising is already quite popular among marketers, users’ privacy concerns increase due to limited control over personal information and when they targeted by irrelevant ads. While social media platforms are the most prevalent concerning this type of advertising, due to the rising popularity of music streaming services, marketers have started to extend their advertising on those services, e.g., Spotify. This is a user-centric, qualitative study that examines the effects of online behavioural advertising contextual patterns on users’ privacy concerns, with a single case study on Spotify including in-depth interviews on users’ behaviour and privacy concerns. The findings from study show that Spotify’s users have context-related privacy concerns, especially when it comes to unclear information flow, irrelevant personal information requests, and little or no benefit from sharing personal information.
Consumer's Perception Towards Social Media Advertising
2017
Now a days marketers are using various ways to entice their customers. Usage of social media advertising is one of them with which marketers are not only able to influence their customers but can identify their demographics and get their attention by showing advertisement on basis of that. This study aims to find how customer reacts towards the advertisements and promotions being used by the companies on several social media websites. The focus of this paper is to identify the various factors which influences the customer's perception towards social media advertising. Survey questionnaires used to collect the data which includes closed ended questions and total 230 respondents participated in the study. The results of the study show that most of the time advertisements do catch the attention of users and people tend to purchase the products they need but also buy even if they don't require them. Factors that are recognized are: informative, recall, privacy, perceived interactivity, visibility and planning.