How Do Personalized Ads Change Customer Attitude Toward Ads in Social Media? A Mediation Analysis

摘要

1. Develop a comprehensive model that captures the effects of perceived personalized ads on Facebook on customer attitudinal and behavioral reactions (ad credibility, ad avoidance, ad skepticism, ad attitude, and behavioral intention) to the ad; 2. Test hypothesized relationships using two data sets collected through an online survey; 3. Develop appropriate customer segments based on personal views of personalized ads on Facebook.