The Personalization-Privacy Paradox: Examining the Impact of Targeting Disclosures on Consumer Behvior in Online Privacy
service marketing; social networking data; behavioral targeting; SNS privacy concerns; social targeting; reactance
Global Marketing Conference
Global Knowledge Marketing Management Society
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This research intends to examine whether these types of data – behavioral versus social networking data – affect consumer response to personalized ads. With the advancement in technology, markets have access to various types of personal data, including their online/offline behaviors and social networking activities, and use those data to retarget consumers. Moreover, this research examines the moderating role of SNS privacy concerns on consumer response to different types of retargeted ads. The findings of this research may offer theoretical and practical implications to understand consumers' responses to retargeted ads that use social networking information.