How Did You Get My Information? The Influence of Personal Information Gathering Methods on Social Media Advertising Effectiveness

Abstract

The purpose of this study is to investigate the relationship between various consumer data collection techniques and privacy issues, and how these issues impact the effectiveness of social media advertising. In a study conducted online, it was discovered that when people are exposed to advertisements based on data collected from sources other than the website the advertisement is displayed on, their privacy concerns are at their peak. Due to worries over privacy, social media users are less likely to share advertisements on these platforms. Advertisers are advised to forbid the collection of consumer information via improper means in order to achieve satisfactory advertising effectiveness. The development of a privacy-protecting environment is also encouraged through societal actions.