Examining the Effects of Facebook’s Personalized Advertisements on Brand Love

Abstract

Personalized advertisements have been increasingly employed as a marketing strategy that enables a company to build strong relationship with customers. This research adopts the perceived personalization framework to show its consequential impacts on deep emotional constructs (i.e., brand attachment and brand love), especially on the Facebook ad platform. We model perceived personalization within a nomological framework that includes several well-established constructs (brand experience, brand self-expressiveness, brand attachment, and brand love) and establish causal relationships between the constructs. The current study sheds light into the psychological mechanism of personalization by underscoring the roles of perceived personalization and its positive impacts on consumer–brand relationships. Results from two studies show that perceived personalization of personalized advertisements is an essential factor of stronger brand love. Specifically, this research reveals that perceived personalized Facebook ads positively impact brand experience and brand self-expressiveness, which in turn enhances brand attachment and brand love. This paper contributes to branding literature by illustrating how advertisements strengthen consumer brand relationships and enable brand managers to make better informed decisions when crafting personalized advertisements.