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首页> 外文期刊>Journal of interactive marketing >The Influence of Consumer-Brand Relationship on the Personalized Advertising Privacy Calculus in Social Media
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The Influence of Consumer-Brand Relationship on the Personalized Advertising Privacy Calculus in Social Media

机译：消费者品牌关系对社交媒体个性化广告隐私微积分的影响

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Advertisers increasingly use personalized advertising that is tailored to consumers based on data concerning their preferences and behaviors, which is gained by collecting their personal information. The present study examines the role of consumer-brand relationships and social media platform contexts in effective personalized advertising. Consumers weigh the benefits of personalized brand information against forfeiting privacy by disclosing personal information. For the first time, a 2 (consumer-brand relationship: weaker/stronger) X 2 (data collection method: overt/ covert) X 2 (platform: Facebook/Twitter) national online experiment was conducted to examine the personalization-privacy paradox in a social media context. The findings suggested that strong consumer-brand relationships affect the perceived value of information disclosure by bolstering the perceived benefits and mitigating perceived risks of disclosure whereas perceived risks dominated privacy calculus decisions when weak consumer-brand relationships were present. Theoretical and practical implications are discussed. (C) 2021 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.
机译：广告商越来越多地使用根据他们的偏好和行为的数据量身定制的个性化广告，这些广告是通过收集个人信息获得的。本研究探讨了消费者品牌关系和社交媒体平台背景下有效个性化广告的作用。消费者通过披露个人信息来衡量个性化品牌信息的利益，防止剥离隐私。是第一次，a 2（消费品牌关系：弱/更强）x 2（数据收集方法：公开/隐蔽）x 2（平台：Facebook / Twitter）国家在线实验进行了审查个性化隐私悖论社交媒体背景。这些研究结果表明，强劲的消费者品牌关系通过玻璃化的益处和减轻披露的感知风险来影响信息披露的感知价值，而感知风险在存在弱消费者品牌关系时占据了隐私微积分决策。讨论了理论和实践影响。 （c）2021直接营销教育基金会，Inc。DBA营销优势。版权所有。

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