The effect of self-profiling on advertising responses remains unexplored. This research proposes a conceptual model examining the path from self-profiling (i.e., nickname and avatar) and its antecedents to advertising engagement from the perspective of self-disclosure. The research model has...

Predicting the probability that a user will click on a specific advertisement has been a prevalent issue in online advertising, attracting much research attention in the past decades. As a hot research frontier driven by industrial needs, recent years have witnessed more and more novel learning...