Exploring the personalization-intrusiveness-intention framework to evaluate the effects of personalization in social media

作者：

Highlights：

• A theoretical framework is proposed to evaluate personalized SNS ads.

• Personalized SNS ads positively affect purchase intention.

• Personalization significantly affects purchase intention through intrusiveness.

• Digital mnemonics negatively affect purchase intention in high involvement ads.

• Declaration of interest: The authors declare no conflict of interest.

摘要

•A theoretical framework is proposed to evaluate personalized SNS ads.•Personalized SNS ads positively affect purchase intention.•Personalization significantly affects purchase intention through intrusiveness.•Digital mnemonics negatively affect purchase intention in high involvement ads.•Declaration of interest: The authors declare no conflict of interest.

论文关键词：Social media personalization,Intrusiveness,Digital mnemonic,Privacy calculus theory,Emotion as social information

论文评审过程：Received 18 September 2021, Revised 21 April 2022, Accepted 20 May 2022, Available online 31 May 2022, Version of Record 31 May 2022.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2022.102532