Like or dislike? Adolescents’ responses to personalized social network site advertising
Open accessAbstract
Increasingly, personal data posted by users of social network sites (SNSs) can be used to personalize advertising. The present study investigates how adolescents respond to personalized ads in terms of attitude toward the ad, brand engagement and intention to forward, and whether privacy concerns moderate their responses. According to pretest results, a medium level of personalization was expected to be optimal in terms of advertising effectiveness. A within-subjects experiment involving 40 participants aged 14–18 years was performed. Three conditions of personalized advertising were designed with, respectively, low, medium, and high levels of personalization. The study found that the highest personalization condition generated the most positive response and that privacy concerns did not moderate the effects of personalization. The privacy paradox is discussed as an alternative explanation, along with other implications of the results.
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People do not consider all personal information as equally personal or privacy sensitive.
“These different responses may be explained by the notion that people do not consider all personal information as equally personal or privacy sensitive (Walrave, Poels, Antheunis, Broeck, & Noort, 2018).”
From When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising (2021) · cites this paper as Walrave, Poels, Antheunis, Broeck, & Noort, 2018
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- Authors
- Walrave, M., Poels, K., Antheunis, M. L., Van den Broeck, E., & van Noort, G.
- Affiliations
- University of Antwerp (BE)
- Tilburg University (NL)
- Department of Communication Studies, University of Antwerp, Antwerp, Belgium
- Amsterdam School of Communication Research ASCoR, University of Amsterdam, Amsterdam, The Netherlands
- Corresponding author
- Walrave, Michel
- Venue
- Journal of Marketing Communications
- Publisher
- Informa UK Limited
- Published
- 2016-05-25
- Volume
- 24
- Issue
- 6
- Pages
- 599-616
- ISSN
- 1352-7266 (ISSN-L)
- 1466-4445
- OpenAlex
- W2407975204
- Cited by
- 112
- References
- 13
- Citations by year
- 2026: 10 · 2025: 10 · 2024: 12 · 2023: 13 · 2022: 17 · 2021: 12 · 2020: 14 · 2019: 12 · 2018: 7 · 2017: 4 · 2016: 1
- FWCI
- 22.87
- Type
- journal article
- Language
- en
- Open access
- Licence
- other-oa
- Locations
- Journal of Marketing Communications (publishedVersion)
- Research portal (Tilburg University) (publishedVersion, other-oa)
- Data Archiving and Networked Services (DANS) (submittedVersion)
- UvA-DARE (University of Amsterdam) (submittedVersion, other-oa)
- Data Archiving and Networked Services (DANS) (submittedVersion, other-oa)
- Funders
- University Research Fund (BOF) (FFB140315)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Keywords
- personalized advertising, social network sites, adolescents, consumer attitudes toward advertising, brand engagement, privacy concerns, privacy paradox, online advertising effectiveness
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