广告
价值(数学)
情感(语言学)
定向广告
在线广告
业务
社会化媒体
个性化营销
互联网隐私
个性化
广告研究
广告宣传
信息性广告
本土广告
心理学
营销
计算机科学
互联网
数字营销
万维网
机器学习
营销投资回报率
企业对政府
沟通
作者
Lia Febria Lina,Adhy Setiyanto
标识
DOI:10.29259/sijdeb.v1i2.147-156
摘要
Social media is considered to be one of the greatest environments in which users interact with each other. This is also used by marketers in promoting their products to target consumers it commonly called personalized advertising. Various studies related to personalized advertising have inconsistency result. This study aims to fill the gaps with examining personalized advertising on the perceived advertising value of consumers that affect purchase intention and examine the role of consumer privacy concerns as a moderating variable. This study uses a survey method on 131 respondents who are active users of Instagram in Indonesia. The findings show that the more advertisements are adjusted to the user's interests, purchase history, interests, the more advertisements provide a level of benefit that makes users have purchase intention. Furthermore, privacy concerns weaken effect personalized advertising and advertising value. Further research suggestions are also discussed in this study.
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