How does ad relevance affect consumers' attitudes toward personalized advertisements and social media platforms? The role of information co-ownership,vulnerability, and privacy cynicism |
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| Institution: | 1. School of Business and Administration, Chongqing Technology and Business University, Chongqing, China;2. School of Public Policy and Administration, Chongqing University, Chongqing, China;1. Business School, Department of Management, Unisinos University, Av. 950, Porto Alegre, RS, CEP | 93022-750, Brazil;2. Australian Institute of Business (AIB), Marketing from the University of South Australia, Level 16/1 King William St, Adelaide, SA, 5000, Australia;3. Fundação Getulio Vargas''s Sao Paulo School of Business Administration (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, CEP 01313-902, Brazil;4. Woxsen School of Business, Hyderabad, Telangana, 502345, India;1. College of Economics and Management, China Agricultural University, 17 Qinghua E Rd, Haidian District, Beijing, PR China;2. School of Business, Renmin University of China, No. 59 Zhongguancun Street, Haidian District, Beijing, 100872, PR China;1. AUT Business School, Auckland University of Technology, 120 Mayoral Drive, Auckland Central, 1010, New Zealand;2. Department of Marketing & Tourism Management, National Chiayi University, 580 Shin-Min Road, Chiayi City, 6000, Taiwan;1. Department of Business Administration, Alma College, Alma, USA;2. Department of Kinesiology, Michigan State University, East Lansing, USA;3. Global Urban and Infrastructure Research Center of the Institute of Urban Science, University of Seoul, Seoul, South Korea;1. School of New Media and Communication, Tianjin University, Tianjin, 300072, China;2. College of Management and Economics, Tianjin University, Tianjin, 300072, China;1. School of Business, Korea University, 145 Anam-ro, Seongbuk-gu, Seoul, 02841, Republic of Korea;2. Product Development Team, BC Card Co., Ltd., 170 Eulji-ro, Jung-gu, Seoul, 04548, Republic of Korea;3. Department of Business Administration, Gyeongsang National University, 501 Jinju-daero, Jinju, Gyeongnam, 52828, Republic of Korea |
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| Abstract: | Consumers' responses to the use of their personal data for personalized advertising by platform providers are paradoxical. Drawing from psychological ownership theory and the collective information boundary, this study examines how the social relevance and personal relevance of ads impact consumers' attitudes toward advertisements and social media platforms. Basing on 350 responses, we confirm that perceptions of information co-ownership and feelings of vulnerability play a serial mediating role in the positive relationship between ad relevance and consumer attitudes. Specifically, ad relevance increases consumers' perceptions of social media platforms as co-owners of their personal information, which in turn reduces feelings of vulnerability and improves their attitudes toward personalized advertisements and social media platforms. Privacy cynicism negatively moderates the indirect effects of information co-ownership perceptions on two attitude variables mediated through feelings of vulnerability. Our research findings provide a new perspective on the personalization–privacy paradox and offer platform providers new insights into improving their personalized advertising performance and user–platform relationships. |
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| Keywords: | Personalization Ad relevance Information co-ownership Vulnerability Privacy cynicism |
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