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

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.