The influence of consumer-brand relationship strength and platform context on the privacy calculus in personalized advertising

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dc.contributorBott, Gregory J.
dc.contributorBrinson, Nancy H.
dc.contributor.advisorHayes, Jameson L.
dc.contributor.authorMoeller, Claire Anne
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2020-01-16T15:03:31Z
dc.date.available2020-01-16T15:03:31Z
dc.date.issued2019
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractTo an advertiser, personalized advertising means shrinking the purchase decision funnel - delivering relevant content to the right user at the right time. However, personalized advertising is a double-edged sword for consumers. This tension between consumers wanting relevant advertisements yet feeling discomfort when faced with a personalized advertisement that used their data without their consent has been labeled as the personalization privacy paradox (Aguirre, Mahr, Grewal, de Ruyter, & Wetzels, 2015; Awad & Krishnan, 2006). In this scenario, through the privacy calculus lens, consumers behave as if they are performing a risk-benefit analysis in assessing the result of information disclosure (Xu, Luo, Carroll, & Rosson, 2011). This research explored the relationship between advertising personalization and privacy by examining the impact of two previously unconsidered factors influencing the risk-benefit analysis: the consumer-brand relationship between the ad recipient and the brand being advertised and the platform context, Facebook vs. Twitter, wherein the ads are delivered. We found no effects for platform context on the consumer’s perceived benefits and risks of information disclosure. We also found that when strong brand relationships are present, if perceived benefit is high, then perceived risk minimally alters the consumer’s perceived value. Furthermore, with weaker brand relationships, perceived risk has a stronger effect on perceived value even when the perceived benefit is high.en_US
dc.format.extent107 p.
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otheru0015_0000001_0003379
dc.identifier.otherMoeller_alatus_0004M_13972
dc.identifier.urihttp://ir.ua.edu/handle/123456789/6436
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectCommunication
dc.titleThe influence of consumer-brand relationship strength and platform context on the privacy calculus in personalized advertisingen_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. Department of Advertising and Public Relations
etdms.degree.disciplineAdvertising Public Relations
etdms.degree.grantorThe University of Alabama
etdms.degree.levelmaster's
etdms.degree.nameM.A.

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