Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers - Kim, Jihoon (Jay); Kim, Taeyeon; Wojdynski, Bartosz W.; Jun, Hyoyeun (Telematics and informatics, 2022)
Keywords: Advertising; Attitude toward the ad; Attitude toward the brand; Attitudes; Between-subjects design; Customization; Media multitasking; Multitasking; Online advertising; Performance evaluation; Personalized advertising; Privacy; Privacy concern; Attitude toward the ad; Personalized advertising; Privacy concern; Media multitasking; Attitude toward the brand