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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.
Ethical approval
The study was approved by the Institutional Review Board, Louisiana State University (IRBAM-21-0061).
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Funding
Notes on contributors
A-Reum Jung
A-Reum Jung is an Assistant Professor in the Department of Media and Communication at Sejong University, South Korea. Her research interests include advertising effectiveness in the digital environment and consumer protection.
Jun Heo
Jun Heo is an Associate Professor of Digital Advertising in the Manship School of Mass Communication at Louisianan State University. His research interests encompass advertising industry studies, mobile advertising, and digital advertising.