THE IMPACT OF ONLINE ADVERTISMENT PERSONALIZATION AND TRANSPARENCY ON INDIVIDUAL DEFENSIVE RESPONSES AND ENGAGMENT

This study identifies the different individual defensive responses that are triggered by ad personalization. We investigate how these responses impact user engagement behavior on social media. The study also examines the role of transparency in advertising and the perceived benefits of personalization on user engagement in Europe. To conduct our study, we are theoretically grounded in the defensive response model. A multi-step quantitative approach constituting two experiments and a survey is used. With 154 and 199 participants each, the experiments allowed us to define the theoretical model. The experiment identified paradoxical findings. We indent surveying online ads-users to examine the impact of personalization on individual defensive responses and the role transparency plays in predicting user engagement. Our research contributes to the theory by identifying defensive responses that explain the engagement behavior, and the impact of transparency on personalized advertising

Does Personalized Advertisement Influence Behavioral Intention and Customer Engagement? Study in Gen-Z Instagram Users

There is an increasing study on the effect of personalized advertising from the traditional approach, but few studies have examined the effect of social media advertising, especially Instagram. Using the partial least structural equation modeling (PLS-SEM) method, this study examines the effects of personalized advertising perceived by consumers (consisting of perceived personalization, ad credibility, ad skepticism, and ad avoidance) on Instagram toward the reaction of consumers’ attitudes and behavior. This present study involved 421 sample data of Gen-Z Instagram users who had used the social media application in recent weeks during the study. The findings of the study prove that personalized advertising can increase positive responses of consumers (e.g., increase the credibility and attitude of advertisements) and reduce their negative responses to advertisements (e.g., advertising skepticism and advertising avoidance). This positive response is proven to increase the likelihood of consumers buying and their involvement in personalized advertising. The implication and recommendation are also provided in this paper.Keywords: Personalized advertising, ad credibility, ad skepticism, ad avoidance, attitude towards advertising, Instagram, Gen-

Typing Fast versus Typing Slow: Using Typing Dynamics to Reveal Authentic and Imposter Users

Real-time assessment of users' cognitive states has practical importance, allowing organizations to infer user behaviors. Realizing its importance, prior studies – specifically those using mouse cursor movements – have applied various theories to answer a similar question, i.e., how does a high cognitive load influence the users' device usage behavior? While numerous activities can increase cognitive load, we argue that the mechanisms behind how humans process information can more holistically be explained using Dual Process Theory (DPT) (i.e., when cognitive load is either low or high) and can be applied under a broad range of usage contexts. Using a within-participant experiment and a simple typing task, we demonstrate that DPT is robust to work by examining DPT and mouse cursor movements. Specifically, users' typing speed and task execution are significantly slower when engaged in the task (System 2) and significantly faster when completing the task with lower cognitive effort and engagement (System 1)

A study on factors influencing online behavioral advertising avoidance (Oba): Special reference to Sri Lankan online advertising

This paper aims to investigate the effect of goal impediment, privacy concern, perceived personalization on the online add avoidance behavior. This task is accomplished through the negative experi-ence. The primary objective of the study is to identify the effects the said issues in Sri Lanka. The study is designed as a cross sectional study where the data was collected using a questionnaire and the sample size was 384. Collected data was analyzed through structural equation method in AMOS 22. All the hypotheses were supported by data. Therefore, it was concluded that goal impediment, privacy concern, perceived personalization had significant impacts on negative experience and negative experience had a significant impact on the online add avoidance behavior

What Consumers Don’t Know They’re Giving Away (Data and Privacy Concerns)

The modern world leverages technology and information captured by it in ways the inventors of these technologies likely never imagined. Phones and other devices are gathering information about consumers in the background when they do not even realize it. Pew Research Center found that about 77% of Americans own a smartphone and 88% use the internet. This mass access to technology and information tracking raises many privacy concerns. Basic demographic information is being tracked as well as more in-depth information like shopping tendencies, financial information, and information about known associates. While most of this data is being used for marketing and other functional purposes, the question is raised if the information is truly secure and only in the hands of the companies that consumers give it to. With consumers readily giving out personal information and also biometric data (such as fingerprint and Face ID) freely to companies like Apple, it makes some consumers worry about how safely their information is being guarded. Consumers are also worried as artificial intelligence becomes mainstream with products like Google Home and Amazon Echo embedded into the average consumer’s home. Some people may not realize the risks of data collection and the importance of regulation in mitigating those risks. This paper will paint a better picture of the issue and educate consumers so that they are informed when they go online and when they vote. Today, consumers are overwhelmed with legal disclosures and technical information on the subject and this paper will make the vast amount of knowledge digestible and easy to read. A better understanding of the risks will hopefully convince consumers that the issue is important enough to get them to change their privacy settings and to vote for congressmen who want data privacy regulation. This paper does not serve to warn against targeted marketing and having personalized ads. Instead it warns consumers about not knowing the full range of uses of their data. Whether their data is being shared with third parties, used for ulterior purposes, or is not secure in databases, consumers need to know. With regulation, companies will be held more accountable and will have to treat consumer data with more care and put in more safety precautions to prevent theft or hacking. Regulation may seem daunting or unnecessary, and with any new regulation there will be naysayers, but hopefully most will see the benefit and public good. For example, it was not until the 1950s that seat belts in automobiles started being included by the manufacturer. They were not even required to be installed until 1968. However, the mandated use of seatbelts for drivers was not enforced until each state made their own laws on the matter. In 1984, New York was the first state to make a seat belt law requiring drivers to use them. Over the following 11 years, almost all of the other states created seat belt laws of their own. This issue was initially met with indifference and drivers did not see a need to wear the belts. Over time, data has proven the effectiveness and lifesaving benefits that seat belts provide. Over half of people today that die from car crashes are people that did not have on their seat belts (CDC: Motor Vehicles Safety, 2011). Seat belts and other vehicle safety measures and regulations are the reason why driving is much safer today than it was over 40 years ago (The History of Seat Belts, 2019). While some may not see the need for data privacy regulations today, they may see them in the years to come. Will the number of data breaches be lower with regulation? Will consumer information be more secure? These questions will only be answered with regulation. Hopefully, with regulation consumers will see evidence in the need for privacy regulations in the number of data breaches lowering and more transparency in data usage. This report will examine the following topics: (1) the trust consumers have in the companies they give information to; (2) what information is being collected and what are companies doing with it; (3) what can happen when data is in the wrong hands; (4) companies attitudes towards data privacy; and (5) current regulation on consumer data privacy. The purpose of this thesis project is to collect information available on the subjects and to create a digestible summary for the everyday consumer to easily read and understand. The problem currently is there is so much information available, but it is spread all over the internet with no clear connections. This paper will connect the information to educate the consumer and show them the importance in protecting their data and voting for legislation to regulate privacy in corporate use of personal data

Gender differences in visual attention and attitude towards types of advertisements

This study examines the differences between genders in visual attention and attitudes towards different types of advertisements. An experimental design using a structured questionnaire and six print advertisements with a male, female, and neutral focus was used to evaluate gender differences. In total, 180 students from a public University in Brazil participated in the study. An eye-tracking device was employed, using the Tobii Studio software, to get the visual attention metrics for this study. In the case of the female advertisements, no significant difference between visual attention and attitude was found; however, differences were found in the case of male visual attention to the image and their relative attitudes towards the advertisements. Because it is a laboratory experiment using quota sampling, mainly Latin consumers, the potential for broader generalization may be limited. Besides, since they are real image advertisement images, there may be some interference in the respondents' responses from previous interactions with the brand or product exposed, or even from a prior observation of this advertisement. This study provides deeper insight into Latin consumers' preferences and associations, who have a different cultural and national context. This study contributes to the use of the eye-tracking tool as a neuromarketing technique to evaluate and analyze visual attention

Enhancing the influence of pop-up advertisements on advertising effects from the perspective of personalization and placement

This study examined the influence of personalized pop-up advertising and ad placement on ad effects. Moreover, the moderator of product involvement on the influence of personalized pop-up ads was investigated. A 2 (ad type: personalized pop-up vs. non-personalized pop-up ad) × 2 (ad placement: initial webpage vs. middle webpage) experiment was conducted to examine how personalized pop-up advertising impacts ad attitude and recall, and how it interacts with different degrees of product involvement. Total valid experimental data derived from 296 participants showed that (1) Personalized pop-up ads were better than non- personalized pop-up ads in terms of ad attitude and ad recall; (2) There was no significant difference in ad attitude and ad recall of the personalized and non-personalized pop-up ads on the initial or the middle webpage. However, the influence of personalized pop-up ads on ad attitude but not on ad recall was significant for different types of webpage involvement; (3) Contrary to the hypothesis, the personalized ad had a significant effect on ad attitude when individuals had high rather than low product involvement. However, there was no significant difference in ad recall in either the low or high product involvement conditions