ÇEVRİMİÇİ KİŞİSELLEŞTİRİLMİŞ REKLAMLAR: SİSTEMATİK LİTERATÜR TARAMASI

Year 2025, Volume: 26 Issue: 1, 511 - 537, 27.03.2025

F. Görgün Deveci

https://doi.org/10.53443/anadoluibfd.1556284

Abstract

Bu çalışma, kişiselleştirilmiş reklamlar konusunda sistematik literatür taraması yapmayı, bu alandaki ana temaları analiz etmeyi ve gelecekteki araştırmalar için bir çerçeve oluşturmayı amaçlamıştır. Bu amaçla Web of Science veri tabanından son 10 yılı (2014-Haziran 2024) kapsayan 46 makale incelenmiştir. Veriler MAXQDA 2024 programı kullanılarak analiz edilmiştir. Tanımlayıcı Analizler sonucunda, Yayın Dergisi olarak Journal of Business Research ön plana çıkmaktadır. 2021 yılında yayın sayısı artış gösterirken, yayınlar genellikle birden fazla yazara sahiptir. Yayınların teorik altyapısı incelendiğinde, genellikle çeşitli teorilere dayandığı görülmüştür. Bu teoriler arasında İkna Bilgi Modeli (Persuasion Knowledge Model) ve Gizlilik Hesabı Teorisi’nin (Privacy Calculus Theory) öne çıktığı belirlenmiştir. Araştırmalarda genellikle nicel metodolojik yaklaşımlar kullanılırken en sık kullanılan anahtar kelimeler “kişiselleştirilmiş reklam (personalized advertising)”, “kişiselleştirme (personalization)”, “sosyal medya (social media)” ve “PLS-SEM” olmuştur. Tematik Analiz sonucunda 19 alt tema ve 4 ana tema bulunmuştur. Bunlar (1) reklam etkinliği, (2) tüketici tepkisi, (3) ikna etkisi ve (4) gizliliktir. Bu çalışma ile literatürde yer alan kişiselleştirilmiş reklamlar üzerine gerçekleştirilen çalışmalardan çıkarımlar yapılarak alana katkıda bulunulabilecektir. Aynı zamanda, gelecekteki çalışmalar için bir araştırma gündemi sunulacaktır.

Keywords

Kişiselleştirilmiş Reklamlar, Çevrimiçi Kişiselleştirilmiş Reklamlar, Sistematik Literatür Taraması, Tematik Analiz

Ethical Statement

Bu çalışma bilimsel araştırma ve yayın etiği kurallarına uygun olarak hazırlanmıştır. Çalışma bireyler ve/veya hayvanlar üzerinde herhangi bir metodolojik uygulamayı içermemektedir. Bu nedenle etik belgesi gerektirmemektedir. Bu çalışma özet metin olarak 23-25 Mayıs 2024 tarihleri arasında gerçekleştirilen Uluslararası Ekonomi Finans ve İşletme Kongresi-EFI 2024‘de çevrimiçi sunulmuştur.

ONLINE PERSONALIZED ADVERTISING: A SYSTEMATIC LITERATURE REVIEW

Abstract

This study aimed to conduct a systematic literature review on personalized advertising, analyze the major themes in this field, and create a form of frame for future research. For this purpose, 46 articles covering the last 10 years (2014-June 2024) from the Web of Science database were examined. The data were analyzed using the MAXQDA 2024 program. As a result of descriptive analyses, the Journal of Business Research stands out as the Journal of Publication. While the number of publications increases in 2021, publications usually have more than one author. Examining the theoretical background of publications, it has been seen that it is generally based on several theories. Among these theories, it has been determined that the Persuasion Knowledge model and Privacy Calculus theory stand out. While studies generally use a quantitative methodological approach, the most frequently used keywords were “personalized advertising”, “personalization”, “social media” and “PLS-SEM”. After the Thematic Analysis, 19 sub-themes and 4 main themes were found. These are (1) ad effectiveness, (2) consumer response, (3) persuasion effect and (4) privacy. With this study will contribute to the field by making inferences from studies on personalized advertising in the literature. At the same time, a research agenda will be presented for future studies.

Keywords

Personalized Advertising, Online Personalized Advertising, Systematic Literature Review, Thematic Analysis

Ethical Statement

This study has been prepared in accordance with the rules of scientific research and publication ethics. This study does not contain any methodological applications on humans and/or animals. Therefore, no ethics committee approval is required. The summary text of this study has been presented online at the “Uluslararası Ekonomi Finans ve İşletme Kongresi-EFI 2024”, May 23-25, 2024, Sivas.

References

• Aguirre, E., Mahr, D., Grewal, D., De Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34-49. doi: 10.1016/j.jretai.2014.09.005
• Aiolfi, S., Bellini, S., & Pellegrini, D. (2021). Data-driven digital advertising: Benefits and risks of online behavioral advertising. International Journal of Retail & Distribution Management, 49(7), 1089-1110. doi: 10.1108/IJRDM-10-2020-0410
• Alfnes, F., & Wasenden, O. C. (2022). Your privacy for a discount? Exploring the willingness to share personal data for personalized offers. Telecommunications Policy, 46(7), 102308. doi: 10.1016/j.telpol.2022.102308
• Arora, N., Dreze, X., Ghose, A., Hess, J. D., Iyengar, R., Jing, B., Joshi, Y., Kumar, V., Lurie, N., Neslin, S., Sajesssh, S., Su, M., Syam, N., Thomas, J., & Zhang, Z. J. (2008). Putting one-to-one marketing to work: Personalization, customization, and choice. Marketing Letters, 19, 305-321. doi: 10.1007/s11002-008-9056-z
• Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76. doi: 10.2753/JOA0091-3367410105.
• Bang, H., Choi, D., Wojdynski, B. W., & Lee, Y. I. (2019). How the level of personalization affects the effectiveness of personalized ad messages: The moderating role of narcissism. International Journal of Advertising, 38(8), 1116-1138. doi: 10.1080/02650487.2019.1590069
• Birkle, C., Pendlebury, D. A., Schnell, J., & Adams, J. (2020). Web of Science as a data source for research on scientific and scholarly activity. Quantitative Science Studies, 1(1), 363-376. doi: 10.1162/qss_a_00018
• Bleier, A., & Eisenbeiss, M. (2015). The importance of trust for personalized online advertising. Journal of Retailing, 91(3), 390-409. doi: 10.1016/j.jretai.2015.04.001
• Boerman, S. C., & Smit, E. G. (2023). Advertising and privacy: An overview of past research and a research agenda. International Journal of Advertising, 42(1), 60-68. doi: 10.1080/02650487.2022.2122251
• Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. doi: 10.1191/1478088706qp063oa
• Brinson, N. H., & Eastin, M. S. (2016). Juxtaposing the persuasion knowledge model and privacy paradox: An experimental look at advertising personalization, public policy, and public understanding. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 10(1). doi: 10.5817/CP2016-1-7
• Brinson, N. H., & Britt, B. C. (2021). Reactance and turbulence: Examining the cognitive and affective antecedents of ad blocking. Journal of Research in Interactive Marketing, 15(4), 549-570. doi: 10.1108/JRIM-04-2020-0083
• Brinson, N. H., Eastin, M. S., & Bright, L. F. (2019). Advertising in a quantified world: A proposed model of consumer trust, attitude toward personalized advertising and outcome expectancies. Journal of Current Issues & Research in Advertising, 40(1), 54-72. doi: /10.1080/10641734.2018.1503108
• Brinson, N. H., & Holiday, S. (2021). Understanding the influence of perceived susceptibility to addressable TV advertising targeting children on parents’ purchase intentions. Young Consumers, 22(2), 219-236. doi: 10.1108/YC-09-2020-1209
• Boerman, S. C., & Smit, E. G. (2023). Advertising and privacy: An overview of past research and a research agenda. International Journal of Advertising, 42(1), 60-68. doi: 10.1080/02650487.2022.2122251
• Chahal, H., Wirtz, J., & Verma, A. (2020). Social media brand engagement: Dimensions, drivers and consequences. Journal of Consumer Marketing, 37(2), 191-204. doi: 10.1108/JCM-11-2018-2937
• Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing, 39(8), 1529-1562. doi: 10.1002/mar.21670
• Chen, S., Wu, Y., Deng, F., & Zhi, K. (2023). How does ad relevance affect consumers’ attitudes toward personalized advertisements and social media platforms? The role of information co-ownership, vulnerability, and privacy cynicism. Journal of Retailing and Consumer Services, 73. doi: 10.1016/j.jretconser.2023.103336
• Clarke, V., & Braun, V. (2017). Thematic analysis. The Journal of Positive Psychology, 12(3), 297-298. doi: 10.1080/17439760.2016.1262613
• Daems, K., De Keyzer, F., De Pelsmacker, P., & Moons, I. (2019). Personalized and cued advertising aimed at children. Young Consumers, 20(2), 138-151. doi: 10.1108/YC-10-2018-0864.
• De Bock, K., & Van den Poel, D. (2010). Predicting website audience demographics for web advertising targeting using multi-website clickstream data. Fundamenta Informaticae, 98(1), 49-70.
• De Keyzer, F., Dens, N., & De Pelsmacker, P. (2022a). How and when personalized advertising leads to brand attitude, click, and WOM intention. Journal of Advertising, 51(1), 39-56. doi: 10.1080/00913367.2021.1888339
• De Keyzer, F., Van Noort, G., & Kruikemeier, S. (2022b). Going too far? How consumers respond to personalized advertising from different sources. Journal of Electronic Commerce Research, 23(3), 138-159.
• De Keyzer, F., Buzeta, C., & Lopes, A. I. (2024). The role of well‐being in consumer’s responses to personalized advertising on social media. Psychology & Marketing, 41(6), 1206-1222. doi: 10.1002/mar.21977
• Deng, S., Tan, C. W., Wang, W., & Pan, Y. (2019). Smart generation system of personalized advertising copy and its application to advertising practice and research. Journal of Advertising, 48(4), 356-365. doi: 10.1080/00913367.2019.1652121
• Desimpelaere, L., Hudders, L., & Van de Sompel, D. (2024). Children’s hobbies as persuasive strategies: The role of literacy training in children’s responses to personalized ads. Journal of Advertising, 53(1), 70-85. doi: 10.1080/00913367.2022.2102554
• Dijkstra, A. (2008). The psychology of tailoring‐ingredients in computer‐tailored persuasion. Social and Personality Psychology Compass, 2(2), 765-784. doi: 10.1111/j.1751-9004.2008.00081.x
• Gironda, J. T., & Korgaonkar, P. K. (2018). iSpy? Tailored versus invasive ads and consumers’ perceptions of personalized advertising. Electronic Commerce Research and Applications, 29, 64-77. doi: 10.1016/j.elerap.2018.03.007
• Grigorios, L., Magrizos, S., Kostopoulos, I., Drossos, D., & Santos, D. (2022). Overt and covert customer data collection in online personalized advertising: The role of user emotions. Journal of Business Research, 141, 308-320. doi: 10.1016/j.jbusres.2021.12.025
• Hawkins, R. P., Kreuter, M., Resnicow, K., Fishbein, M., & Dijkstra, A. (2008). Understanding tailoring in communicating about health. Health Education Research, 23(3), 454-466. doi: 10.1093/her/cyn004
• Hayes, J. L., Brinson, N. H., Bott, G. J., & Moeller, C. M. (2021). The influence of consumer–brand relationship on the personalized advertising privacy calculus in social media. Journal of Interactive Marketing, 55(1), 16-30. doi: 10.1016/j.intmar.2021.01.001
• Hess, N. J., Kelley, C. M., Scott, M. L., Mende, M., & Schumann, J. H. (2020). Getting personal in public!? How consumers respond to public personalized advertising in retail stores. Journal of Retailing, 96(3), 344-361. doi: 10.1016/j.jretai.2019.11.005
• Holvoet, S., Hudders, L., & Herrewijn, L. (2021). How to empower parental responsibility: Parents’ views on personalized advertising and online data collection targeting their teens. Young Consumers, 22(4), 630-643. doi: 10.1108/YC-01-2021-1280
• Holvoet, S., Jans, S. D., Wolf, R. D., Hudders, L., & Herrewijn, L. (2022a). Exploring teenagers’ folk theories and coping strategies regarding commercial data collection and personalized advertising. Media and Communication, 10(1), 317-328. doi: 10.17645/mac.v10i1.4704
• Holvoet, S., Vanwesenbeeck, I., Hudders, L., & Herrewijn, L. (2022). Predicting parental mediation of personalized advertising and online data collection practices targeting teenagers. Journal of Broadcasting & Electronic Media, 66(2), 213-234. doi: 10.1080/08838151.2022.2051511
• Jiang, B., & Turut, O. (2024). Targeted reminder advertising: Retailers’ new weapon against cart abandonment. Journal of Business Research, 180. doi: 10.1016/j.jbusres.2024.114713
• Jung, A. R., & Heo, J. (2021). Does cluttered social media environment hurt advertising effectiveness? The moderation of ad types and personalization. Journal of Research in Interactive Marketing, 15(4), 592-606. doi: 10.1108/JRIM-11-2020-0238.
• Kanaveedu, A., & Kalapurackal, J. J. (2022). Influencer marketing and consumer behaviour: A systematic literature review. Vision, 28(5), 547-566. doi: 10.1177/09722629221114607
• Kim, J., & Jeong, H. J. (2023). ‘It’s my virtual space’: the effect of personalized advertising within social media. International Journal of Advertising, 42(8), 1267-1294. doi: 10.1080/02650487.2023.2274243
• Kitchenham, B. (2004). Procedures for performing systematic reviews. Keele: Keele University.
• Leszczynska, M., & Baltag, D. (2024). “Can I have it non-personalised?” An empirical investigation of consumer willingness to share data for personalized services and ads. Journal of Consumer Policy, 47, 345-372. doi: 10.1007/s10603-024-09568-9
• Li, C. (2016). When does web-based personalization really work? The distinction between actual personalization and perceived personalization. Computers in Human Behavior, 54, 25-33. doi: 10.1016/j.chb.2015.07.049
• Li, C. (2019). Message‐to‐person versus person‐to‐message: An alternative way to conceptualize personalized advertising. Psychology & Marketing, 36(12), 1237-1248. doi: 10.1002/mar.21272
• Li, C., Liu, J., & Hong, C. (2019). The effect of preference stability and extremity on personalized advertising. Journalism & Mass Communication Quarterly, 96(2), 406-427. doi: 10.1177/1077699018782203
• Morimoto, M. (2021). Privacy concerns about personalized advertising across multiple social media platforms in Japan: The relationship with information control and persuasion knowledge. International Journal of Advertising, 40(3), 431-451. doi: 10.1080/02650487.2020.1796322
• Murthi, B. P. S., & Sarkar, S. (2003). The role of the management sciences in research on personalization. Management Science, 49(10), 1344-1362. doi: 10.1287/mnsc.49.10.1344.17313
• Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J.M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E.W., Mayo-Wilson, E., McDonald, S., McGuinness, L. A., Stewart, L. A., Thomas, J., Tricco, A. C., Wlech, V.A., Whiting, P. & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ 2021. doi: 10.1136/bmj.n71
• Pfiffelmann, J., Pfeuffer, A., Dens, N., & Soulez, S. (2024). Unique… like everyone else: Effects and mechanisms of personalization appeals in recruitment advertising. International Journal of Advertising, 43(3), 491-532. doi: 10.1080/02650487.2023.2203577
• Segijn, C. M., & Voorveld, H. A. (2021). A first step in unraveling synced advertising effectiveness. International Journal of Advertising, 40(1), 124-143. doi: 10.1080/02650487.2020.1778279
• Segijn, C. M., Voorveld, H. A., & Vakeel, K. A. (2021). The role of ad sequence and privacy concerns in personalized advertising: An eye-tracking study into synced advertising effects. Journal of Advertising, 50(3), 320-329. doi: 10.1080/00913367.2020.1870586
• Segijn, C. M., Kim, E., & van Ooijen, I. (2024). The role of perceived surveillance and privacy cynicism in effects of multiple synced advertising exposures on brand attitude. Journal of Current Issues & Research in Advertising, 45(4), 506–522. doi: 10.1080/10641734.2024.2318711
• Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65. doi: 10.1016/j.jretconser.2018.10.007
• Strycharz, J., & Segijn, C. M. (2024). Ethical side-effect of dataveillance in advertising: Impact of data collection, trust, privacy concerns and regulatory differences on chilling effects. Journal of Business Research, 173, 114490. doi: 10.1016/j.jbusres.2023.114490
• Strycharz, J., Van Noort, G., Smit, E., & Helberger, N. (2019). Protective behavior against personalized ads: Motivation to turn personalization off. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 13(2). doi: 10.5817/CP2019-2-1
• Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of web personalization on user information processing and decision outcomes. MIS Quarterly, 30(4), 865-890. doi: 10.2307/25148757
• Toti, J. F., & Steils, N. (2024). Showing or hiding? The impact of visibility of general conditions of use on retargeted ad intrusiveness and perceived ethicality of mobile apps. Journal of Interactive Marketing, 59(3), 251-272. doi: 10.1177/10949968231221472
• Tran, T. P. (2017). Personalized ads on Facebook: An effective marketing tool for online marketers. Journal of Retailing and Consumer Services, 39, 230-242. doi: 10.1016/j.jretconser.2017.06.010
• Tran, T. P., Lin, C. W., Baalbaki, S., & Guzmán, F. (2020a). How personalized advertising affect the equity of brands advertised on Facebook? A mediation mechanism. Journal of Business Research, 120, 1-15. doi: 10.1016/j.jbusres.2020.06.027
• Tran, T. P., van Solt, M., & Zemanek Jr, J. E. (2020b). How does personalization affect brand relationships in social commerce? A mediation perspective. Journal of Consumer Marketing, 37(5), 473-486. doi: 10.1108/JCM-12-2017-2499.
• Tran, T. P., Muldrow, A., & Ho, K. N. B. (2021). Understanding drivers of brand love-the role of personalized ads on social media. Journal of Consumer Marketing, 38(1), 1-14. doi: 10.1108/JCM-07-2019-3304
• Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of Marketing Research, 51(5), 546-562. doi: 10.1509/jmr.10.0355
• Van den Broeck, E., Poels, K., & Walrave, M. (2020). How do users evaluate personalized Facebook advertising? An analysis of consumer-and advertiser controlled factors. Qualitative Market Research: An International Journal, 23(2), 309-327. doi: 10.1108/QMR-10-2018-0125.
• van Ooijen, I. (2022). When disclosures backfire: Aversive source effects for personalization disclosures on less trusted platforms. Journal of Interactive Marketing, 57(2), 178-197. doi: 10.1177/10949968221080499.
• Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644. doi: 10.1111/ijcs.12647.
• Wang, Z., Yuan, R., Luo, J., Liu, M. J., & Yannopoulou, N. (2023). Does personalized advertising have their best interests at heart? A quantitative study of narcissists’ SNS use among Generation Z consumers. Journal of Business Research, 165. doi: 10.1016/j.jbusres.2023.114070.