Zu-Ao Ma

Personalized Digital Advertising on Consumer Acceptance Across Generational Cohorts: The Roles of Consumer Profiling, Perceived Relevance, Privacy Concern, and Intrusiveness

Customized online advertisements can be comfy and embarrassing simultaneously. A search may save a consumer time through a recommendation that comes after a search. However, it can also indicate how much a platform has been tracking the activity of that individual. This study employs a dual-path model, as the same adve...