messages are perceived to be justified. ’ Consumers generally have a negative about attitude towards Online Yu & personalized and Brenda No Yes BT advertisements, both offline (2009) online and offline via ads ones. They feel that email, their privacy was letter and violated. telephone call (1) The users who clicked the same ad How much will be more similar can than the users who clicked different ads; Yan, Wang Other (2) ads CTR increase & Chen targeting online No No BT significantly by BT; (2009) help ads and (3) tracking the online short term user search behavior can perform better than tracking the long term user browsing behavior. When SNA delivered Do ads content or impressions work on that provided social Taylor, entertainment or networks? Lewin & informational value or How gender SNA No Yes SNT Strutton offered social value, and age (2011) consumers appeared shape more likely to respond favorably toward the ad stimuli themselves.
messages are perceived to be justified. Yu & Brenda (2009) about via email, letter and telephone call Online and offline ads No Yes BT Consumers generally have a negative attitude towards personalized advertisements, both online and offline ones. They feel that their privacy was violated. Yan, Wang & Chen (2009) How much can targeting help online Other online ads No No BT (1) The users who clicked the same ad will be more similar than the users who clicked different ads; (2) ads CTR increase significantly by BT; and (3) tracking the short term user search behavior can perform better than tracking the long term user browsing behavior. Taylor, Lewin & Strutton (2011) Do ads work on social networks? How gender and age shape SNA No Yes SNT When SNA delivered content or impressions that provided entertainment or informational value or offered social value, consumers appeared more likely to respond favorably toward the ad stimuli themselves. ’
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