Abstract

Advertisers increasingly use personal information in social media advertisements as a strategy to promote positive brand attitudes. Personalized ads can be perceived as both positive and negative. This two-sided effect of personalization refers to the personalization paradox. An online experiment (N = 209), in which the level of personalization was manipulated in a Facebook setting, aimed to provide a potential explanation for this paradox. The findings showed that a highly personalized ad resulted in stronger perceived personalization than a less personalized ad. Furthermore, the stronger the perceived personalization, the stronger the relevance. The relevance of the ad positively influenced brand attitude and fully mediated the relationship between personalization and attitude. However, in line with the assumptions of the information boundary theory, the more the ad was perceived as intrusive, the weaker the relevance–attitude relationship, thereby showing a boundary condition for the effectiveness of personalized information when targeting consumers on Facebook.

摘要

广告商越来越多地在社交媒体广告中使用个人信息作为促进积极品牌态度的策略。个性化广告可以被视为正面和负面的。个性化的这种双面效应就是个性化悖论。在线实验（N = 209），其中个性化水平在 Facebook 设置中被操纵，旨在为这一悖论提供潜在的解释。研究结果表明，与个性化程度较低的广告相比，高度个性化的广告会产生更强的个性化感知。此外，感知到的个性化越强，相关性就越强。广告的相关性正向影响品牌态度，并充分中介个性化与态度之间的关系。然而，与信息边界理论的假设一致，广告越被认为具有侵入性，相关性-态度关系越弱，从而显示了个性化信息在 Facebook 上针对消费者时的有效性的边界条件。