Understanding drivers of brand love - the role of personalized ads on social media
Purpose: This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media. Design/methodology/approach: The conceptual model is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and model fit comparison, are also used to give more insights into the analytical process. Findings: Data from two studies show that perceived personalization is positively related to brand-related outcomes including brand self-expressiveness, consumer–brand engagement and brand connection. While consumer–brand engagement and brand connection are positively related to brand love, brand self-expressiveness is not. Research limitations/implications: The paper contributes to the advertising and brand management literature by shedding light on a better understanding of the impact of personalization in the digital world. Practical implications: Management could learn important lessons from personalization. If a strategy of promoting personalized ads is implemented successfully, those ads could change customer perceptions of brands which ultimately strengthens brand love. Originality/value: This research provides an empirical model that helps marketers better understand the factors affecting brand love with personalized ads on social media.
Year of publication: |
2020
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Authors: | Tran, Trang P. ; Muldrow, Adrienne ; Ho, Khanh Ngoc Bich |
Published in: |
Journal of Consumer Marketing. - Emerald, ISSN 0736-3761, ZDB-ID 2032361-X. - Vol. 38.2020, 1 (23.11.), p. 1-14
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Publisher: |
Emerald |
Saved in:
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