Social Networks, Personalized Advertising, and Privacy Controls

By Catherine E. Tucker. 2013

836 citations recorded by the source corpus.

This article investigates how Internet users’ perceptions of control over their personal information affect how likely they are to click on online advertising on a social networking website. The analysis uses data from a randomized field experiment that examined the effectiveness of personalizing ad text with user-posted personal information relative to generic text. The website gave users more control over their personally identifiable information in the middle of the field test. However, the website did not change how advertisers used data to target and personalize ads. Before the policy change, personalized ads did not perform particularly well. However, after this enhancement of perceived control over privacy, users were nearly twice as likely to click on personalized ads. Ads that targeted but did not use personalized text remained unchanged in effectiveness. The increase in effectiveness was larger for ads that used more unique private information to personalize their message and for target groups that were more likely to use opt-out privacy settings.

Subfields: Communication, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/82fcc4a6503ea3260659962e243ab611a1ba41c1

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Citations in the corpus

The role of digital and social media marketing in consumer behavior (2016, background): “One interesting perspective taken in a few articles [13-15] was based around how”
The consumer production journey: marketing to consumers as co-producers in the sharing economy (2018, methodology): “…labor or capital goods in the production process can still bring considerable value to other consumers if they are willing to provide access to their data, such as their relevant personal and sales data (Acquisti et al. 2016; Chung et al. 2016; Evans 2017; Goldfarb and Tucker 2011; Tucker 2014).”
The Influence of Consumer–Brand Relationship on the Personalized Advertising Privacy Calculus in Social Media (2021, background): “For marketers, personalized advertising offers significant cost efficiencies compared with traditional advertising, as highly tailored messages are delivered to individual consumers who have been identified as viable prospects (Tucker, 2014).”
Creating Social Contagion through Viral Product Design: A Randomized Trial of Peer Influence in Networks (2011, neutral): “Because Facebook currently has the largest market share of display advertising on the Web, these comparisons reflect the relative performance of viral product design and the lion’s share of Web-based display advertising (Tucker 2010).”
LBS Research Online (2021, neutral): “As shown in Table 1, the price paid for each click was low relative to other social media campaigns (Tucker, 2014b,a).”
The Economics of Privacy (2016, background): “control over her private information (Tucker, 2014).”
Narrative Transportation and Paratextual Features of Social Media in Viral Advertising (2018, background): “Accordingly, social media advertisers could use personalized advertising functions on SNS platforms, which make ads more congruent with the consumers’ interests (Tucker 2014).”
Privacy Regulation and Online Advertising (2010, background): “It also builds on previous work which has documented that privacy concerns can influence the effectiveness of different online advertising techniques (Goldfarb and Tucker, 2010; Tucker, 2010).”
When Does Retargeting Work? Information Specificity in Online Advertising (2013, background): “, 2009), celebrity affinity (Tucker, 2011), past browsing behavior such as previous ads clicked (Agarwal et al.”
Disentangling the Differential Roles of Warmth and Competence Judgments in Customer-Service Provider Relationships (2020, background): “Service providers may use this information to train frontline employees, design their servicescape, or develop appropriate communication messages including personalized communication in digital environments (Tucker 2014; Walrave et al. 2018).”
Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance (2019, background): “by offering an autonomy-supporting way of dealing with ad exposure (Tucker 2014).”