The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern

作者：

Highlights：

• Perceived ad relevance increases privacy concern and ad attention, but decrease ad avoidance.

• Privacy concern increases ad avoidance.

• Privacy concern mediates perceived ad relevance and ad avoidance.

摘要

•Perceived ad relevance increases privacy concern and ad attention, but decrease ad avoidance.•Privacy concern increases ad avoidance.•Privacy concern mediates perceived ad relevance and ad avoidance.

论文关键词：Perceived ad relevance,Privacy concern,Advertising effectiveness

论文评审过程：Received 28 October 2016, Revised 3 January 2017, Accepted 5 January 2017, Available online 6 January 2017, Version of Record 13 January 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.01.008