Abstract

We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived personal relevance and intrusiveness on brand attitude (Ab) and click intention (CI). Perceived personalization improves Ab and CI by increasing the perceived personal relevance and, unexpectedly, by decreasing the perceived intrusiveness of the ad. Study 2 (N = 264) extends the processing mechanism of personalized advertising by additionally including the mediating effects of self-brand connection and reactance toward the ad. Perceived personalization has a positive indirect effect on self-brand connection via perceived personal relevance, but not via perceived intrusiveness. Self-brand connection, in turn, has a positive effect on consumers’ responses. Contrary to expectations, reactance does not significantly affect brand responses. Study 2 also examines the moderating role of perceived privacy protection by the SNS. Higher levels of perceived privacy protection by the SNS do not strengthen the indirect effects of perceived personalization.

摘要

我们研究了社交网站 (SNS) 广告中感知的个性化对消费者品牌反应的影响。在研究 1 ( N  = 202) 中，我们通过感知个人相关性和对品牌态度 (Ab) 和点击意图 (CI) 的干扰来测试平行中介。感知个性化通过增加感知到的个人相关性来提高 Ab 和 CI，并且出乎意料地通过降低感知到的广告侵入性来改善 Ab 和 CI。研究 2 ( N = 264）扩展了个性化广告的处理机制，额外包括了自有品牌联系和对广告的反应的中介效应。感知个性化通过感知个人相关性对自我品牌联系产生积极的间接影响，而不是通过感知侵入性。反过来，自有品牌连接对消费者的反应产生积极影响。与预期相反，电抗并没有显着影响品牌反应。研究 2 还检验了 SNS 感知隐私保护的调节作用。SNS 更高级别的感知隐私保护不会增强感知个性化的间接影响。