In marketing, personalization is the action of designing and producing in ways that resonate
with customer preferences. Content and products that are personalized according to …

Given the increasing number of personalized ads and the prevalence of media multitasking,
understanding the impact of online privacy concern on ad outcomes is important. However …

In online gaming, pop-up ads are effective advertising strategies with a high conversion rate.
Businesses are actively using pop-up ads in online games for advertising. However …

Personalization is prevalent in modern social media marketing strategies. However, the
users of social media services may perceive that personalized content is intrusive. These …

Previous research indicates that personalized tourism recommendation (PTR) is becoming
increasingly important in tourism marketing. However, many areas of PTR remain …

Purpose This paper aims to test a theory-driven model reflecting the effects of perceived
personalization on consumer–brand relationships on social media. Design/methodology …

Consumers' responses to the use of their personal data for personalized advertising by
platform providers are paradoxical. Drawing from psychological ownership theory and the …

Customers desire personalized touchpoints, and practitioners largely agree that such
touchpoints constitute an essential success factor for firm and customer performance. To …

Advertisers increasingly use personal information in social media advertisements as a
strategy to promote positive brand attitudes. Personalized ads can be perceived as both …

Employing privacy calculus theory, we examine why Gen Z consumers increasingly adopt
ad blockers, use private browsers, or take other measures to limit data tracking. Specifically …