Social Networks, Personalized Advertising, and Privacy Controls

@article{Tucker2011SocialNP,
  title={Social Networks, Personalized Advertising, and Privacy Controls},
  author={Catherine Tucker},
  journal={Journal of Marketing Research},
  year={2011},
  volume={51},
  pages={546 - 562}
}
  • Catherine Tucker
  • Published 2011
  • Business, Computer Science, Political Science
  • Journal of Marketing Research
This article investigates how Internet users’ perceptions of control over their personal information affect how likely they are to click on online advertising on a social networking website. The analysis uses data from a randomized field experiment that examined the effectiveness of personalizing ad text with user-posted personal information relative to generic text. The website gave users more control over their personally identifiable information in the middle of the field test. However, the… Expand
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