Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality

Social media has become one of the largest environments of human interaction, with more than 80% of Americans using social media and firm spending on social media marketing more than quadrupling in the past decade. Yet, little is known about the effects of ad personalization in the social media cont...

Full description

Saved in:
Bibliographic Details
Published in:Journal of retailing and consumer services 2019-03, Vol.47, p.57-65
Main Authors: Shanahan, Tyler, Tran, Trang P., Taylor, Erik C.
Format: Article
Language:English
Subjects:
Brand attachment
Consumer brand engagement
Perceived personalization
Personalized advertising on Facebook
PLS-SEM
Social media
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Social media has become one of the largest environments of human interaction, with more than 80% of Americans using social media and firm spending on social media marketing more than quadrupling in the past decade. Yet, little is known about the effects of ad personalization in the social media context. This research develops and tests a comprehensive model of personalized advertising in the development of consumer's brand perceptions using 242 responses collected from Amazon Mechanical Turk. Results suggest perceived personalization positively impacts consumer brand engagement and brand attachment, both enhance perceived quality and brand loyalty of brands advertised on Facebook.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2018.10.007