Merchandising/Marketing/Retailing: Branding

Personalization-privacy paradox in social media ads: Role of consumer-brand relationships

  • Garim Lee orcid logo (University of Minnesota)
  • Jennifer Yeeun Huh orcid logo (Texas Tech University)
  • Hye-Young Kim (University of Minnesota)


This study tests the effects of ad personalization, information collection methods, and consumer-brand relationships on the outcomes of personalized ads under the framework of the personalization-privacy paradox. The findings confirm the importance of transparently informing consumers about the collection and usage of their data in reducing perceived privacy concerns and thus enhancing ad effectiveness. More importantly, brands are recommended to strategically tailor ad personalization levels based on the target consumers’ information in social media and their relationships with the consumers.

Keywords: Consumer-brand relationships, personalization, social media ads, Consumer brand relationships, Personalization, Social media

How to Cite:

Lee, G., Huh, J. Y. & Kim, H., (2024) “Personalization-privacy paradox in social media ads: Role of consumer-brand relationships”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi:



Published on
25 Jan 2024
Peer Reviewed