Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality

By Tyler Shanahan, Trang P. Tran, Erik C. Taylor. Journal of Retailing and Consumer Services, 2019

269 citations recorded by the source corpus.

Abstract Social media has become one of the largest environments of human interaction, with more than 80% of Americans using social media and firm spending on social media marketing more than quadrupling in the past decade. Yet, little is known about the effects of ad personalization in the social media context. This research develops and tests a comprehensive model of personalized advertising in the development of consumer's brand perceptions using 242 responses collected from Amazon Mechanical Turk. Results suggest perceived personalization positively impacts consumer brand engagement and brand attachment, both enhance perceived quality and brand loyalty of brands advertised on Facebook.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/ee6e6acac61f8ff640eb0a50889ad361d2fbca93

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In Marketing

In Sociology and Political Science

Citations in the corpus

Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, methodology): “This can take the form of aspects such as: brand meaning (Tarnovskaya and Biedenbach, 2018), brand equity (Stojanovic et al., 2018; Mishra, 2019), brand loyalty (Shanahan et al., 2019) and brand sustainability (Ahmed et al., 2019).”