The effects of trait-based personalization in social media advertising

作者：

Highlights：

• An experiment investigated the persuasiveness of social media ads personalized for different traits.

• Results show a more complex picture than previous findings on microtargeting.

• Ads tailored to persuasive susceptibilities lead to higher engagement intentions.

• No consistent personality-matching effects on consumers' attitudes toward the products were found.

摘要

•An experiment investigated the persuasiveness of social media ads personalized for different traits.•Results show a more complex picture than previous findings on microtargeting.•Ads tailored to persuasive susceptibilities lead to higher engagement intentions.•No consistent personality-matching effects on consumers' attitudes toward the products were found.

论文关键词：Personalization,Microtargeting,Social media,Advertising,Persuasion

论文评审过程：Received 23 December 2019, Revised 23 March 2020, Accepted 14 August 2020, Available online 22 August 2020, Version of Record 2 September 2020.

论文官网地址：https://doi.org/10.1016/j.chb.2020.106525