Machine gaze in online behavioral targeting: The effects of algorithmic human likeness on social presence and social influence
作者：
Highlights：
• Personalizing algorithms in online behavioral targeting can be conceptualized as machines that form impressions of consumers.
• Algorithms that do not form meaningful representations of consumers reduce level of social presence.
• Algorithms that do not form meaningful representations of consumers reduce advertising effectiveness via social presence.
• People of low trait anthropomorphism are more sensitive to the human likeness of the personalizing algorithm.
摘要
•Personalizing algorithms in online behavioral targeting can be conceptualized as machines that form impressions of consumers.•Algorithms that do not form meaningful representations of consumers reduce level of social presence.•Algorithms that do not form meaningful representations of consumers reduce advertising effectiveness via social presence.•People of low trait anthropomorphism are more sensitive to the human likeness of the personalizing algorithm.
论文关键词：Online behavioral targeting,Anthropomorphism,Algorithmic transparency,Algorithmic human likeness,Social presence
论文评审过程：Received 15 March 2021, Revised 18 May 2021, Accepted 18 June 2021, Available online 22 June 2021, Version of Record 20 July 2021.
论文官网地址：https://doi.org/10.1016/j.chb.2021.106926
