Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers

• Published in: Telematics and informatics Vol. 71; p. 101831
• Main Authors: Kim, Jihoon (Jay), Kim, Taeyeon, Wojdynski, Bartosz W., Jun, Hyoyeun
• Format: Journal Article
• Language: English
• Published: Oxford Elsevier Ltd 01.07.2022; Elsevier Science Ltd
• Subjects: 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

•Ad personalization significantly decreased Aad and Ab.•Privacy concern mediated the negative impact of the personalized ad message on ad evaluation.•Media tasking type did not moderate the indirect relationships between ad personalization and ad effectiveness (i.e., Aad and Ab) through privacy conc...