Ad personalization is becoming the dominant promotional tactic, further enhanced by new technologies applications. Greater efficiency is the main goal of such an advertising approach, but it can cause the appearance of the so-called “privacy paradox” that can induce negative consumer reactions in terms of avoiding such ads. This paper investigates the factors influencing the avoidance of personalized ads communicated through the social network Facebook. Part of the research model deals with the impact of perceived personalization, perceived irritation, and perceived privacy concerns on skepticism towards advertising and advertising avoidance. Furthermore, the empirical research was conducted on data collected through the Facebook and WhatsApp mobile applications. Following the obtained results, there is no negative effect of perceived personalization to skepticism towards advertising while it exists toward advertising avoidance. Furthermore, a positive effect of perceived irritation to skepticism towards advertising does not exist, but positive effects to ad avoidance do. The direct positive effect of perceived privacy concerns to skepticism and ad avoidance was not found. Also, skepticism about personalized ads was found not to be positively associated with avoiding personalized ads. In addition to new insights, the results can help design and implement promotional campaigns through social media technologies.Personalizacija oglasa postaje dominantna promotivna taktika koja se dodatno poboljšava primjenom novih tehnologija. Veća učinkovitost glavni je cilj takvog pristupa oglašavanju koji može uzrokovati i pojavu takozvanog „paradoksa privatnosti“ te time izazvati negativne reakcije potrošača u smislu izbjegavanja takvih oglasa. Ovaj rad istražuje čimbenike koji utječu na izbjegavanje personaliziranih oglasa komuniciranih putem društvene mreže Facebook. U okviru istraživačkog modela razmatra se utjecaj percipirane personalizacije, percipirane iritacije i percipirane zabrinutosti za privatnost na skepticizam prema oglasima i njihovom izbjegavanju. Provedeno je empirijsko istraživanje nad podacima prikupljenih putem mobilnih aplikacija Facebook i WhatsApp. U skladu s dobivenim rezultatima, utvrđeno je da ne postoji negativan utjecaj percipirane personalizacije na skepticizam prema oglasima dok postoji prema njihovom izbjegavanju. Izravni pozitivni utjecaj percipirane zabrinutosti za privatnost na skepticizam i izbjegavanje oglasa nije utvrđen. Utvrđeno je da pozitivan utjecaj percipirane iritacije oglasa na skepticizam ne postoji ali postoji vrlo jak utjecaj te varijable na izbjegavanje oglasa. Također, utvrđeno je da skepticizam prema personaliziranim oglasima nema pozitivan utjecaj na izbjegavanje personaliziranih oglasa. Osim novih spoznaja, rezultati ovog rada mogu biti korisni u osmišljavanju i provedbi promotivnih kampanja putem društvenih medija
