Abstract
AbstractWhile targeting job postings is a common practice for recruiters, they can now personalize their ads by embedding the recipients' names and photographs in the advertisement. Research shows divergent results on the effects of personalization. This experiment, conducted among 236 participants, assesses the combined effect of recruitment advertisement personalization and job targeting on attitudinal reactions. Our results show that personalization and targeting help increase self‐referencing, which in turn positively influences the attitude about the advertisement, click intention, and job‐pursuit intention. However, personalization has a negative main effect on these attitudinal reactions.
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