Journal
COMPUTERS IN HUMAN BEHAVIOR
Volume 70, Issue -, Pages 303-309Publisher
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2017.01.008
Keywords
Perceived ad relevance; Privacy concern; Advertising effectiveness
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Todays, in order to break out of cluttered ad environment, advertisers provide customized ad messages for an individual consumer based on personal information. The targeting technique is a successful way for advertisers to increase advertising effectiveness, but it also causes privacy concern. Using an online survey, the current study examines the influence of perceived ad relevance and privacy concern on social media ads. The results confirmed that perceived ad relevance influences advertising effectiveness such as increased attention to ads and decreased ad avoidance. However, perceived relevance also increases privacy concern which ultimately raises ad avoidance in social media. Theoretical and practical implications of findings are discussed. (C) 2017 Published by Elsevier Ltd.
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