Let’s get personal: Which elements elicit perceived personalization in social media advertising?

作者：

Highlights：

• To elicit perceived personalization it is best to use interests, location or age.

• Gender, life-events or friend referrals elicit less perceived personalization.

• Results remain stable across product perceptions.

• Results remain stable across socio-demographic characteristics.

摘要

•To elicit perceived personalization it is best to use interests, location or age.•Gender, life-events or friend referrals elicit less perceived personalization.•Results remain stable across product perceptions.•Results remain stable across socio-demographic characteristics.

论文关键词：Personalization,Advertising,Social networking sites,Conjoint analysis

论文评审过程：Received 11 October 2021, Revised 14 July 2022, Accepted 27 July 2022, Available online 1 August 2022, Version of Record 11 August 2022.

论文官网地址：https://doi.org/10.1016/j.elerap.2022.101183