인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
This study aims to examine the relationship between perceived personalization of Facebook advertising in general and both attentional (i.e., total time spent viewing ads) and behavioral (i.e., ad click counts) responses, as well as to assess whether privacy concern influences this relationship. A lab experiment using eye-tracking equipment and a follow-up survey were conducted, in which participants navigated their own Facebook pages to enhance external validity. During this process, ad attention and clicks were recorded by the eye-tracking machine, followed by the completion of online questionnaires. The results indicated that the perception of how well Facebook advertising generally aligns with participants‘ needs or preferences was not associated with either ad attention or ad clicks. The positive relationship between ad attention and clicks was significant only for participants with low or moderate privacy concern. These findings suggest that effective personalization might be related to individual ads rather than relying on general media-level personalization to obtain satisfactory consumer responses. Furthermore, managing consumers’ privacy concern is critical for ensuring the success of personalized advertising strategies in the future.
본문·목차
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