Abstract Advertisements in social media can be tailored to psychographic profiles based on consumers' digital-trace data. An experiment (N = 936) investigated the conditions under which such trait-based personalization of social media messages is more effective than non-personalized messages and which personality traits and user characteristics are most suitable for this purpose. In a 9 × 2 between-subjects design, the persuasive appeal of a Facebook ad and the advertised product (phone vs. soda) were varied. Participants' ‘Big Five’ personality traits, need for cognition, and susceptibility to persuasive strategies were assessed in a questionnaire. Results showed limited effects of personality matching. Matched messages led to increased intentions to engage with the post when they addressed specific persuasive susceptibilities (particularly toward authority influence). However, there were no consistent effects on consumers' attitudes toward the advertised products. Findings are discussed regarding the ongoing debate on microtargeting in social media.

中文翻译：

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基于特质的个性化在社交媒体广告中的影响

摘要 社交媒体中的广告可以根据消费者的数字跟踪数据定制为心理特征。一项实验 (N = 936) 调查了这种基于特征的社交媒体消息个性化比非个性化消息更有效的条件，以及哪些个性特征和用户特征最适合此目的。在 9 × 2 的受试者间设计中，Facebook 广告和广告产品（手机与汽水）的说服力各不相同。在问卷中评估了参与者的“大五”人格特质、认知需求和对说服策略的敏感性。结果显示个性匹配的效果有限。匹配的消息在解决特定的说服力（尤其是权威影响力）时，会增加与帖子互动的意图。然而，对消费者对广告产品的态度没有一致的影响。关于社交媒体中关​​于微目标的持续辩论的结果进行了讨论。