As the rapid expansion of social network advertising (SNA), advertising intrusiveness becomes a constant challenge to marketers, platforms and users. Normally, socialization (i.e., anthropomorphism cues, reference group cues and social endorsement cues) and personalization advertising strategies are employed to minimize SNA intrusiveness. However, limited theoretical insights have been provided by prior research. Hence, this study aims to shed light on the influence of socialization and personalization from a information processing perspective. A 4 × 2 experiment was designed and conducted on the self-developed system. By doing these, this study significantly advances the literature on socialization and personalization in the context of SNA, and provides theoretical and managerial insights
Huo, Honghong; Min, Qingfei; Liu, Zilong; and Wu, Dezhi, "Using Socialization and Personalization Strategies to Mitigate Intrusiveness of Social Network Advertising" (2021). SIGHCI 2021 Proceedings. 5.