Professor Morimoto’s research article on personalized social media advertising is published in International Journal of Internet Marketing and Advertising

Professor Morimoto’s article titled “Consumers’ information control and privacy concerns in personalized social media advertising” is published in International Journal of Internet Marketing and Advertising. DOI: 10.1504/IJIMA.2022.126717

The study investigated the relationships between popular social media platforms in Japan, ad personalization, consumers’ perceptions, and behavioral responses to personalized advertising. It also examined associations between consumers’ information control and privacy concerns with perceptual and behavioral responses to personalized social media advertising.

The results suggested that personalized ads on Facebook generated more negative brand attitudes than those on other media platforms. Ad personalization by age and location positively influenced attitudes toward ads on Instagram. However, ad personalization did not moderate the relationship between information control and privacy concerns.