Published in

Taylor and Francis Group, Journal of Interactive Advertising, 2(15), p. 124-134

DOI: 10.1080/15252019.2015.1082450



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Is this for me? How Consumers Respond to Personalized Advertising on Social Network Sites

Journal article published in 2015 by Freya De Keyzer ORCID, Nathalie Dens, Patrick De Pelsmacker
This paper is available in a repository.
This paper is available in a repository.

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We study the impact of perceived personalization on consumer responses to advertising on Facebook, a popular social network site (SNS). Based on two experiments, we test a moderated mediation model with perceived relevance as the mediator and respondents' attitudes toward Facebook as the moderator of the relationship between perceived personalization on one hand and brand attitude and click intention on the other. The results show that perceived personalization improves responses toward Facebook ads, through perceived relevance. The moderating impact of attitude toward Facebook is significant only in the second study. There, the positive effect of perceived personalization of Facebook advertisements on click intention is stronger for participants with more positive attitudes toward Facebook.