How Personalized Advertising Affect Equity of Brands Advertised on Facebook? A Mediation Mechanism

摘要

Advertising strategies have been changing drastically as a result of development of social media. Online advertisers have used social media (i.e., Facebook) to connect customers with companies, developing new opportunities for customers to know about their brands and products (Comscore Media 2009). To appeal to customers' attention, online marketers have employed social networking sites to customize ads. It is reasonable to understand why more companies are employing social media as marketing tools and why social networking sites like Facebook are preferred to non-virtual media in creating ads (Waters, Canfield, Foster, and Hardy 2011). Although researchers have attempted to investigate the impact of personalized ads in traditional media, little has been done to examine the effects of a personalized ad of a brand on Facebook. Much less attention has paid to how personalized ads affect brand equity in social media (Dehghahi and Turner 2015). Therefore, the primary objectives of this research are:, (1) Develop a comprehensive model that underlines the role of perceived personalization of a brand ad on Facebook with regard to customer perception about the brand; and (2) Test hypothesized relationships using data collected through two online surveys.