Influence of personalised advertising copy on consumer engagement: a field experiment approach

Guo, Bo; Jiang, Zhibin

doi:10.1007/s10660-023-09721-5

Cited by 4 publications

(1 citation statement)

References 70 publications

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“…The development of personalized marketing strategies is, therefore, directly linked to the development of technologies (Chandra et al, 2022). For example, personalized advertising uses consumer data and sophisticated algorithms to create and deliver content uniquely tailored and managed by each consumer and to create more relevant and engaging advertisements (Guo & Jiang, 2023). The existence of personalized advertisements is thus direct evidence that the information disclosed by consumers has been collected and used to create them.…”

Section: Personalized Advertising and Consumers' Privacy Concernsmentioning

confidence: 99%

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

Rózsa,

Ferenčáková,

Zámek

et al. 2024

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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) and reference group influence (RGI), social isolation (SI) and social anxiety (SA) influence the willingness of Generation Z to disclose personal information on social media derived from the Generation Z privacy concerns (PC) and develop a prediction model for such behavior. Methods: Data was gathered using an online self-administered questionnaire from a sample of 451 Generation Z individuals. A non-random convenient sampling technique and binary logistic regression were used to quantify the influence of selected independent variables on the dispersion of values in the dependent variable under investigation. Findings & value added: The results highlight that Generation Z's self-disclosure willingness on social media is significantly influenced by attitudes toward advertising and consumer susceptibility to reference group influence. The effect of social isolation was also close to the required level of statistical significance. It means that positive attitudes towards advertising and high susceptibility to influence from reference groups enhance the probability of personal information disclosure. Being one of the few studies to address factors that influence the willingness of Generation Z to disclose personal information on social media, this study stands out for its holistic approach. Thus, combining various interconnected elements provides a fresh perspective to comprehend the intricate dynamics of Generation Z's relationship with privacy on social media.

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Section: Personalized Advertising and Consumers' Privacy Concernsmentioning

confidence: 99%

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

Rózsa,

Ferenčáková,

Zámek

et al. 2024

View full text Add to dashboard Cite

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Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

Hollebeek,

Menidjel,

Sarstedt

et al. 2024

Psychology and Marketing

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While consumer engagement (CE) in the context of artificially intelligent (AI‐based) technologies (e.g., chatbots, smart products, voice assistants, or autonomous cars) is gaining traction, the themes characterizing this emerging, interdisciplinary corpus of work remain indeterminate, exposing an important literature‐based gap. Addressing this gap, we conduct a systematic review of 89 studies using the Preferred Reporting Items for Systematic reviews and Meta‐Analyses (PRISMA) approach to synthesize the AI‐based CE literature. Our review yields three major themes of AI‐based CE, including (i) Increasingly accurate service provision through AI‐based CE; (ii) Capacity of AI‐based CE to (co)create consumer‐perceived value, and (iii) AI‐based CE's reduced consumer effort in their task execution. We also develop a conceptual model that proposes the AI‐based CE antecedents of personal, technological, interactional, social, and situational factors, and the AI‐based CE consequences of consumer‐based, firm‐based, and human‐AI collaboration outcomes. We conclude by offering pertinent implications for theory development (e.g., by offering future research questions derived from the proposed themes of AI‐based CE) and practice (e.g., by reducing consumer‐perceived costs of their brand/firm interactions).

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Consumer reactions to perceived undisclosed ChatGPT usage in an online review context

Amos,

Zhang

2024

Telematics and Informatics

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Influence of personalised advertising copy on consumer engagement: a field experiment approach

Cited by 4 publications

References 70 publications

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

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

Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

Consumer reactions to perceived undisclosed ChatGPT usage in an online review context

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