Engaging with (vs. avoiding) personalized advertising on social media

Authors: SMC Loureiro, L Hollebeek, RA Rather

Published: 2025

Publication: Journal of Marketing ..., 2025 - Taylor & Francis

Personalized advertising on social media enhances brand engagement and alleviates privacy concerns, with privacy concerns having no significant effect on consumer-brand engagement.

Methods: Grounded in social exchange theory, the study utilized a quantitative survey to assess relationships between personalized advertising, information control, privacy concerns, advertising avoidance, and brand engagement.

Key Findings: The interplay between personalized advertising, consumer brand engagement, privacy concerns, information control, and advertising avoidance.

Institution: Universitário de Lisboa

Research Area: Marketing Communications, Social Media, Behavioral Science

Discipline: Marketing, Behavioral Science

Sample Size: 429 participants

Citations: 17