Abstract
Advertisers increasingly use personalized advertising on social media platforms to engage target audiences and enhance brand awareness. Social media’s abundant user data and advanced targeting capabilities enable advertisers to deliver personalized ads based on demographics, interests, and online behaviors. Meanwhile, consumers’ privacy concerns can undermine the effectiveness of personalized advertising. The impact of personalized advertising on persuasion outcomes remains uncertain due to conflicting findings. In this study, we conducted a meta-analysis of experimental studies to ascertain the persuasive effects of personalized advertising and identify potential moderators.
| Original language | English |
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| Pages | 1-40 |
| Number of pages | 40 |
| Publication status | Published - 20 Jun 2024 |
| Event | 74th Annual International Communication Association Conference, ICA 2024 - The Star Gold Coast, Gold Coast, Australia Duration: 20 Jun 2024 → 24 Jun 2024 https://www.icahdq.org/mpage/ica24 (Link to conference website) https://www.icahdq.org/mpage/ICA24-program (Link to conference programme) https://drive.google.com/file/d/133zTanS54JlShn0-tJviedkI6bEfg69-/view?pli=1 (Link to conference programme) |
Conference
| Conference | 74th Annual International Communication Association Conference, ICA 2024 |
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| Country/Territory | Australia |
| City | Gold Coast |
| Period | 20/06/24 → 24/06/24 |
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User-Defined Keywords
- Persuasion
- Information Systems
- Advertising