TY - JOUR
T1 - Let's get personal
T2 - Which elements elicit perceived personalization in social media advertising?
AU - De Keyzer, Freya
AU - Dens, Nathalie
AU - De Pelsmacker, Patrick
N1 - Publisher Copyright:
© 2022 The Author(s)
PY - 2022/9
Y1 - 2022/9
N2 - On social networking sites, consumers disclose information about themselves which advertisers use to personalize advertisements. The underlying assumption is that personalized advertisements are more persuasive. However, it is not clear to what extent actual personalization elements (as intended by advertisers) determine consumers’ perceptions of the extent to which an ad is personalized, and it is the latter that drives responses. The current study investigates the relative weight of different actual personalization elements (age, gender, location, life events, interests, and friend referrals) in Facebook ads in eliciting perceived advertising personalization. We conduct conjoint analyses for six products (a bank, a smartphone, tableware, furniture, a restaurant, a fashion retailer) with 595 consumers from the United States. The findings show that the most important elements in eliciting perceived personalization are (in order of importance) a person's interests, location, and age. This result remains stable across different product perceptions (product category involvement, product qualities, and buying motivations) and across different socio-demographic characteristics (gender, age, and education). In sum, to evoke the perception of personalization, advertisers should primarily target consumers based on their interests.
AB - On social networking sites, consumers disclose information about themselves which advertisers use to personalize advertisements. The underlying assumption is that personalized advertisements are more persuasive. However, it is not clear to what extent actual personalization elements (as intended by advertisers) determine consumers’ perceptions of the extent to which an ad is personalized, and it is the latter that drives responses. The current study investigates the relative weight of different actual personalization elements (age, gender, location, life events, interests, and friend referrals) in Facebook ads in eliciting perceived advertising personalization. We conduct conjoint analyses for six products (a bank, a smartphone, tableware, furniture, a restaurant, a fashion retailer) with 595 consumers from the United States. The findings show that the most important elements in eliciting perceived personalization are (in order of importance) a person's interests, location, and age. This result remains stable across different product perceptions (product category involvement, product qualities, and buying motivations) and across different socio-demographic characteristics (gender, age, and education). In sum, to evoke the perception of personalization, advertisers should primarily target consumers based on their interests.
UR - http://www.scopus.com/inward/record.url?scp=85135919034&partnerID=8YFLogxK
U2 - 10.1016/j.elerap.2022.101183
DO - 10.1016/j.elerap.2022.101183
M3 - Article
AN - SCOPUS:85135919034
SN - 1567-4223
VL - 55
SP - 1
EP - 18
JO - Electronic Commerce Research and Applications
JF - Electronic Commerce Research and Applications
M1 - 101183
ER -