Annotated bibliography assignment


1.    Serrano-Malebrán, J., & Arenas-Gaitán, J. (2021). When does personalization work on social
media? a posteriori segmentation of consumers. Multimedia Tools and Applications, 80, 36509-36528.

In this article, Serrano-Malebrán and Arenas-Gaitán (2021) explores the effectiveness of
personalized content on social media platforms. The authors conducted a study on a sample of 1,012
social media users in Spain to examine how personalization impacts users' attitudes and behaviors.
The study found that personalization has a positive impact on users' attitudes and behaviors when
it is perceived as relevant and valuable. Furthermore, the authors found that the effectiveness of
personalization varies depending on the user's segment and the type of content being personalized.
The article provides valuable insights into the effectiveness of personalization on social media
platforms and identifies key factors that influence its impact. However, the study is limited to
social media users in Spain, which may not be representative of users in other countries. This
article is important for my thesis since it investigates the effectiveness of personalized social
media content and factors of it.

2.    Setyani, V., Zhu, Y. Q., Hidayanto, A. N., Sandhyaduhita, P. I., & Hsiao, B. (2019).
Exploring the psychological mechanisms from personalized advertisements to urge to buy impulsively
on social media. International Journal of Information Management, 48, 96-107.

In this article, Setyani et al. (2019), explores the psychological mechanisms underlying the
relationship between personalized advertisements and impulsive buying behavior on social media. The
authors conducted a survey of 315 social media users in Indonesia. The results suggest that
personalized advertisements increase users' positive emotions, which in turn increases their urge
to buy impulsively. Additionally, the study found that users who have a higher need for uniqueness
and who experience a greater sense of identification with the brand are more likely to be
influenced by personalized advertisements and to engage in impulsive buying behavior. The study has
implications for social media marketers to develop more effective advertising strategies but the
article does not address the potential ethical implications of using personalized advertising to
target consumers. This article is important for my thesis since it investigates the relationship
between personalized advertisements and buying behavior.

3.    Winter, S., Maslowska, E., & Vos, A. L. (2021). The effects of trait-based personalization in
social media advertising. Computers in Human Behavior, 114, 106525.

In this article, Winter et al. (2021) studies on the effects of trait-based personalization in
social media advertising. The authors conducted an online experiment with 214 participants. The
study found that trait-based personalization of social media advertising led to higher levels of
perceived relevance, attitude toward the ad, and intention to click on the ad. Personalization
increased perceived relevance and attitude toward the ad, which in turn led to greater intention to
click on the ad. As an one of the strengths of this study is that the authors provide a discussion
of the ethical concerns associated with personalization in advertising, which is an important
consideration for marketers and researchers. However, the study only examines the effects of
personalization on short-term outcomes and does not address the potential long-term effects on
consumer behavior or brand loyalty. This article is important for my thesis since it investigates
personalization in social media advertising.