Saha Partha, Sengupta Angan, Gupta Priya
Amrita School of Business, Amrita Vishwa Vidyapeetham, Bengaluru, India.
Heliyon. 2024 Jul 17;10(15):e34559. doi: 10.1016/j.heliyon.2024.e34559. eCollection 2024 Aug 15.
Personalized social media advertisements (PSMAs) are developed by using consumers' personal information like names, demographic details, location, past buying history, and lifestyle interests to quickly grab consumers' attention within the cluttered space of digital advertisements. Generation Z consumers are highly connected to social media. Hence, this study attempts to understand how Generation Z consumers with different personality traits perceive personalized advertisements (PAs) on Facebook, and subsequently, how their perceived personalization influences their intention to click on PAs based on perceived usefulness and privacy concerns associated with those advertisements. The theoretical underpinning of this research is based on the self-congruency theory and privacy-calculus theory. An explanatory sequential mixed-methods design has been adopted, where a quantitative analysis (Study 1) is followed by a qualitative approach (Study 2). For Study 1, responses were collected from 324 Generation Z consumers through a structured questionnaire and the data was analyzed using the structural equation modeling technique to measure relationships among the constructs. Further, in Study 2, in-depth interviews were conducted with 15 Generation Z consumers, a purposively selected subset of informants from Study 1, to explore the potential causes of those relationships observed in Study 1. It has been found from the study that consumers' perception of PSMAs varies based on their personality traits. Consumers with dominant extraversion, conscientiousness, and neurotic personality traits perceive PSMAs positively whereas the openness to experience and agreeableness dominant consumers perceive those negatively. Positive perception of PSMAs among consumers increases the perceived usefulness of communications and subsequently improves the click-through intentions of the consumers. Generation Z Consumers' perception of PSMAs does not have any influence on their privacy concerns. Consumers' high privacy concerns reduce the click-through intention rate toward PSMAs. The study will help digital marketing managers to strategically deliver PSMAs, thereby enhancing the efficiency of their advertisements.
个性化社交媒体广告（PSMA）是通过使用消费者的个人信息（如姓名、人口统计细节、位置、过去的购买历史和生活方式兴趣）来开发的，以便在数字广告的繁杂空间中迅速吸引消费者的注意力。Z世代消费者与社交媒体高度关联。因此，本研究试图了解具有不同性格特征的Z世代消费者如何看待Facebook上的个性化广告（PA），以及随后他们对个性化的认知如何基于与这些广告相关的感知有用性和隐私担忧影响他们点击PA的意图。本研究的理论基础基于自我一致性理论和隐私计算理论。采用了解释性顺序混合方法设计，其中定量分析（研究1）之后是定性方法（研究2）。对于研究1，通过结构化问卷从324名Z世代消费者那里收集了回复，并使用结构方程建模技术分析数据，以测量各构念之间的关系。此外，在研究2中，对15名Z世代消费者进行了深入访谈，这是从研究1中有目的地挑选出的一部分信息提供者，以探究在研究1中观察到的那些关系的潜在原因。研究发现，消费者对PSMA的认知因其性格特征而异。具有主导外向性、尽责性和神经质性格特征的消费者对PSMA持积极看法，而具有主导开放性体验和宜人性的消费者则持消极看法。消费者对PSMA的积极认知会增加沟通的感知有用性，进而提高消费者的点击意图。Z世代消费者对PSMA的认知对他们的隐私担忧没有任何影响。消费者高度的隐私担忧会降低对PSMA的点击意图率。该研究将帮助数字营销经理战略性地投放PSMA，从而提高他们广告的效率。
