The Personalization-Privacy Paradox Of News Feed Ads On Social Media

With the rapid development of mobile communication technology,the number of social media users has reached nearly 3.5 billion,of which more than 3.4 billion(98%)use social media on mobile devices.Users will generate a large amount of data in the process of using social media,enterprises can use personalized technology to analyze these data and then deliver personalized news feed ads to users.Social media is favored by advertisers because of its huge user group.However,due to massive collection of users' personal information,users' concern about privacy is inevitable.This “personalized-privacy paradox” is an important obstacle to the development of news feed ads at present.In order to explore users' attitude and acceptance of personalized information feed ads on social media,this study takes We Chat as the representative of social media and constructs a theoretical model of the impact of personalized privacy paradox on users' attitude and behavior.Under the framework of Risk-Benefit analysis based on user behavior,this study uses the Privacy Calculus Theory to explore the tradeoff between users' personalized benefits and privacy risks brought by advertisements.In addition,combined with the attributes of information feed ads,this study extends the traditional personalized privacy paradox model and adds the concept of self-expression to reflect the social benefits of information feed ads.On this basis,this study divides the motivational mode of users' use of social media into Telic and Paratelic,and explores the moderating effect of different user modes on the paradox of personalized privacy.In this study,273 valid data were collected by questionnaires,and the measurement model and structural model were empirically tested by using SPSS20.0 and Smart PLS3.2.8.The results show that perceived personalization can significantly increase perceived advertising value and self-expression.Perceived personalization and self-expression have a significant positive effect on perceived advertising value,while users' privacy concerns will reduce the perceived advertising value.Perceived advertising value can significantly reduce advertising avoidance;When users are telic,perceived personalization has a stronger effect on self-expression.The relationship between perceived personalization and privacy concerns is not supported.This study expands the model of personalized-privacy paradox,and explores the influence mechanism of it by using the privacy calculus theory,which can expand the advertising benefit from the individual level to the social level.Meanwhile,it expands the scope of application of privacy calculus theory,and investigates the moderating effect of user mode,which is helpful to deeply understand the attitude of users towards personalized advertisements.At the practical level,this study is helpful for social media platforms and advertisers to dialectically treat the benifit and privacy concerns of personalized news feed ads,so as to improve the effectiveness of advertisements,it also provides a new idea to improve the advertising effect,that is,to increase the self-expression of ads.For social media users,this study is helpful for them to make rational analysis and judgment when facing personalized news feed ads,so as to decide whether to avoid the ads.