New publication on microtargeting in social media

A new study by Stephan Winter, Ewa Maslowska (University of Illinois) and Anne Vos (University of Amsterdam) investigated the persuasiveness of social media ads that are personalized for different traits (e.g., when extraverts are shown ads that highlight social situations).

Results show a more nuanced picture than previous research and debates on microtargeting: Ads tailored to persuasive susceptibilities lead to higher engagement intentions, but no consistent personality-matching effects on consumers' attitudes toward the products were found.

The article can be accessed here.

Date of news Sep 14, 2020 12:00 AM