Generation Z's perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness
Zoltán Rózsa,
Lucia Ferenčáková,
David Zámek
et al.
Abstract:Research background: Consumers frequently exchange personal data for limited benefits from digital services, despite privacy concerns. This data enables digital providers to tailor content and enhance marketing communication, and digital services' effectiveness and efficiency.
Purpose of the article: Utilizing the principles of privacy calculus theory, this study aims to identify how attitudes towards advertising (ATT), perception of advertising credibility (CRE), consumer susceptibility to interpersonal (II) … Show more
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