Exploring the personalization-intrusiveness-intention framework to evaluate the effects of personalization in social media

Personalization is prevalent in modern social media marketing strategies. However, the users of social media services may perceive that personalized content is intrusive. These two components may influence consumers’ purchase intention in social media personalization campaigns. Thus, this positivism empirical research proposes a theoretical framework named PI2 using the personalization-intrusiveness-intention, as well as a success measurement based upon privacy calculus theory for effective social media personalization campaigns. Further, we investigated digital mnemonics’ potential influences with emotion as social information theory and different degrees of product involvement together with the model. Based upon the analysis of a total of 800 social media users, the results indicated that personalization positively affected but intrusiveness negatively affected the purchase intention. Furthermore, personalization significantly affected purchase intention through intrusiveness and the interaction of personalization with digital mnemonics negatively influenced consumers’ purchase intention on high involvement ads. In the post-hoc analysis, the moderating effect of users’ demographic variables was found to have some influence on the PI2 framework. The findings of this research provide theoretical and managerial implications for researchers and field practitioners in social media personalization.