Facebook Users With High Self-Esteem Prefer Targeted Ads [Headlines]
A recent study shows that users who feel good about themselves have a higher interest in personalized ads that pertain specifically to them.
Consumers are more likely to identify with brands’ ads when placed next to personal information on their Facebook pages, compared with on strangers’ pages, finds a new Journal of Consumer Researchstudy. What’s more, the higher the Facebook user’s self-esteem, the more positive his or her attitudes are likely to be toward the brand (if, that is, the ad relates to the self).
“Consumers are increasingly comfortable posting a wealth of personal information online, and such digital extroversion certainly creates opportunities for marketers to effectively target and embed their appeals,” said study author Andrew W. Perkins, a professor of marketing at the University of Western Ontario, in a press release. All Facebook