Tran, Trang P.; van Solt, Michelle; Zemanek Jr, James E. - In: Journal of Consumer Marketing 37 (2020) 5, pp. 473-486
Purpose: This paper aims to tests a conceptual model capturing the influence of personalized advertising on customer perceptions of brands in social media and identifies three market segments based on customers’ reactions to personalized ads. Design/methodology/approach: Two studies are...