The Influence of Consumer–Brand Relationship on the Personalized Advertising Privacy Calculus in Social Media

Advertisers increasingly use personalized advertising that is tailored to consumers based on data concerning their preferences and behaviors, which is gained by collecting their personal information. The present study examines the role of consumer–brand relationships and social media platform contex...

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Bibliographic Details

Published in:	Journal of interactive marketing Vol. 55; no. 1; pp. 16 - 30
Main Authors:	Hayes, Jameson L., Brinson, Nancy H., Bott, Gregory J., Moeller, Claire M.
Format:	Journal Article
Language:	English
Published:	Los Angeles, CA Elsevier Inc 01.08.2021 SAGE Publications
Subjects:	Consumer–brand relationships Facebook Personalization privacy paradox Personalized advertising Privacy calculus Twitter Privacy calculus Personalized advertising Personalization privacy paradox Twitter Consumer–brand relationships Facebook
ISSN:	1094-9968, 1520-6653, 1520-0665
Online Access:	Get full text
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