Loading...

Investigating the Effect of Personality Traits and Data Source on the Privacy Calculus of Social Media Online Behavioral Advertising

Ziarati, Bita | 2022

68 Viewed
  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 55995 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manoochehr; Koorank Beheshti, Mohammad Ali
  7. Abstract:
  8. Personalized advertising has grown drastically as new tracking technologies allow advertisers to monitor consumers’ online behavior and distribute advertisements accordingly, which has given rise to privacy concerns. The present study investigates the role of personality traits and data source in social media behavioral advertising’s value perception. Two online studies were conducted to examine how plasticity (shared variance of openness and extraversion) and data source (first party vs third-party) affect consumers’ privacy calculus and purchase intention respectively. The participants, all active social media users from the United States, were hired from Prolific.co. For the first study, participants were exposed to one scenario. For the second study, participants were randomly exposed to one of the two scenarios (same vs third-party platform data collection). The results of the first study reveal that the relationship between personalization and value perception is higher for those with greater levels of plasticity. The findings of the second study suggest that the effect of personalization on perceived value lessens when the personalized ad is created based on the consumer data shared on another platform. By identifying consumers’ plasticity score and data source as important determining factors of advertising value perception, this work contributes to marketing literature. Furthermore platforms, advertisers and businesses may benefit from this study by taking caution in applying online behavioral advertising for all consumers alike (high vs low plasticity levels), actively taking data source preferences into account and involving consumers in the personalization process
  9. Keywords:
  10. Online Advertising ; Flexibility ; Online Behavioural Advertising (OBA) ; Instagram ; Data Source ; Privacy Calculus

 Digital Object List

 Bookmark

No TOC