{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,22]],"date-time":"2026-04-22T08:36:15Z","timestamp":1776846975854,"version":"3.51.2"},"reference-count":83,"publisher":"Emerald","issue":"4","funder":[{"name":"FCT - Funda\u00e7\u00e3o para a Ci\u00eancia e Tecnologia, I.P","award":["UID\/04928\/2025"],"award-info":[{"award-number":["UID\/04928\/2025"]}]},{"name":"FCT - Funda\u00e7\u00e3o para a Ci\u00eancia e Tecnologia, I.P","award":["UID\/00731\/2025"],"award-info":[{"award-number":["UID\/00731\/2025"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,4,23]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>Nowadays, personalization is key to connecting with consumers. However, it comes with a caveat: privacy concerns, which lead to a personalization-privacy paradox. This study aims to examine how young consumers respond to personalized digital advertising, considering both the benefits and potential downsides. It investigates how these perceptions shape affective ad involvement and how that, in turn, influences key online behaviours.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Data from an online survey of Instagram consumers were analysed using necessary condition analysis.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>Results show that achieving high affective involvement requires communication to be perceived as highly personalized, highly useful and minimally intrusive. Affective involvement is a necessary but not sufficient condition for purchase intention. Similarly, positive eWOM is necessary to drive purchase intention, while negative eWOM does not significantly deter it.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>The research examines both bright and dark sides of personalized advertising from the perspective of young consumers, offering a balanced view. By applying a necessary conditions analysis approach, it identifies the minimum levels of perceived benefits and concerns that must be met\/avoided to trigger young consumers\u2019 emotional engagement, sharing behaviour and purchase intentions. This approach provides more actionable and precise insights for designing digital marketing strategies that resonate with today\u2019s privacy-aware, tech-savvy youth.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/yc-06-2025-2590","type":"journal-article","created":{"date-parts":[[2025,12,31]],"date-time":"2025-12-31T09:52:12Z","timestamp":1767174732000},"page":"458-476","source":"Crossref","is-referenced-by-count":0,"title":["Be personal, but not too personal: necessary condition analysis of young consumers\u2019 reactions to personalized Instagram ads"],"prefix":"10.1108","volume":"27","author":[{"given":"Ana","family":"Lisboa","sequence":"first","affiliation":[{"name":"Polytechnic University of Leiria ESTG and CARME \u2013 Centre of Applied Research in Management and Economics, , Leiria,","place":["Portugal"]}]},{"given":"Raquel","family":"Meneses","sequence":"additional","affiliation":[{"name":"Universidade do Porto School of Economics and Management, INESC-TEC LIAAD, , Porto,","place":["Portugal"]}]},{"given":"Susana C.","family":"Silva","sequence":"additional","affiliation":[{"name":"Universidade Catolica Portuguesa Catolica Porto Business School and Research Centre in Management and Economics, , Porto, , and Faculty of Business and Law, University of Saint Joseph, Macao, China","place":["Portugal"]}]},{"given":"Carolina Freire","family":"Santos","sequence":"additional","affiliation":[{"name":"Polytechnic University of Leiria ESTG, , Leiria,","place":["Portugal"]}]}],"member":"140","published-online":{"date-parts":[[2026,1,1]]},"reference":[{"issue":"1","key":"2026042203370022800_ref001","doi-asserted-by":"crossref","first-page":"34","DOI":"10.1016\/j.jretai.2014.09.005","article-title":"Unraveling the personalization paradox:the effect of information collection and trust-building strategies on online advertisement effectiveness","volume":"91","author":"Aguirre","year":"2015","journal-title":"Journal of Retailing"},{"issue":"2","key":"2026042203370022800_ref002","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","author":"Ajzen","year":"1991","journal-title":"Organizational Behavior and Human Decision Processes"},{"issue":"1","key":"2026042203370022800_ref003","doi-asserted-by":"crossref","first-page":"13","DOI":"10.2307\/25148715","article-title":"The personalization privacy paradox: an empirical evaluation of information transparency and the willingness to be profiled online for personalization","volume":"30","author":"Awad","year":"2006","journal-title":"MIS Quarterly"},{"issue":"1","key":"2026042203370022800_ref004","doi-asserted-by":"crossref","first-page":"59","DOI":"10.2753\/JOA0091-3367410105","article-title":"Stay away from me","volume":"41","author":"Baek","year":"2012","journal-title":"Journal of Advertising"},{"issue":"4","key":"2026042203370022800_ref005","doi-asserted-by":"crossref","first-page":"268","DOI":"10.1108\/JRIM-06-2016-0065","article-title":"Social media and consumer engagement: a review and research agenda","volume":"10","author":"Barger","year":"2016","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"3","key":"2026042203370022800_ref006","doi-asserted-by":"crossref","first-page":"390","DOI":"10.1016\/j.jretai.2015.04.001","article-title":"The importance of trust for personalized online advertising","volume":"91","author":"Bleier","year":"2015","journal-title":"Journal of Retailing"},{"issue":"1","key":"2026042203370022800_ref007","doi-asserted-by":"crossref","first-page":"105","DOI":"10.1016\/j.jbusres.2011.07.029","article-title":"Consumer engagement in a virtual brand community: an exploratory analysis","volume":"66","author":"Brodie","year":"2013","journal-title":"Journal of Business Research"},{"issue":"6","key":"2026042203370022800_ref008","doi-asserted-by":"crossref","first-page":"2071","DOI":"10.1111\/ijcs.12882","article-title":"Ad avoidance in the digital context: a systematic literature review and research agenda","volume":"47","author":"\u00c7elik","year":"2023","journal-title":"International Journal of Consumer Studies"},{"issue":"8","key":"2026042203370022800_ref009","doi-asserted-by":"crossref","first-page":"883","DOI":"10.1002\/mar.21670","article-title":"Personalization in personalized marketing: trends and ways forward","volume":"39","author":"Chandra","year":"2022","journal-title":"Psychology & Marketing"},{"issue":"9-10","key":"2026042203370022800_ref010","doi-asserted-by":"crossref","first-page":"1018","DOI":"10.1080\/0267257X.2015.1033443","article-title":"Investigating the consequences of word of mouth from a WOM sender\u2019s perspective in the services context","volume":"31","author":"Chawdhary","year":"2015","journal-title":"Journal of Marketing Management"},{"issue":"3","key":"2026042203370022800_ref011","doi-asserted-by":"crossref","first-page":"345","DOI":"10.1509\/jmkr.43.3.345","article-title":"The effect of word of mouth on sales: online book reviews","volume":"43","author":"Chevalier","year":"2006","journal-title":"Journal of Marketing Research"},{"key":"2026042203370022800_ref012","doi-asserted-by":"crossref","first-page":"120299","DOI":"10.1016\/j.techfore.2020.120299","article-title":"The personalization\u2013privacy paradox in the attention economy","volume":"161","author":"Cloarec","year":"2020","journal-title":"Technological Forecasting and Social Change"},{"issue":"3","key":"2026042203370022800_ref013","doi-asserted-by":"crossref","first-page":"649","DOI":"10.1002\/mar.21940","article-title":"The impact of corporate social responsibility on consumer brand engagement and purchase intention at fashion retailers","volume":"41","author":"Cuesta-Vali\u00f1o","year":"2024","journal-title":"Psychology & Marketing"},{"issue":"4","key":"2026042203370022800_ref014","doi-asserted-by":"crossref","first-page":"639","DOI":"10.1287\/isre.2015.0600","article-title":"Research commentary-informing privacy research through information systems, psychology, and behavioral economics: thinking outside the \u2018APCO\u2019 box","volume":"26","author":"Dinev","year":"2015","journal-title":"Information Systems Research"},{"issue":"1","key":"2026042203370022800_ref015","doi-asserted-by":"crossref","first-page":"62","DOI":"10.1080\/10496491.2016.1251526","article-title":"Investigating the drivers of consumer acceptance and response of SMS advertising","volume":"23","author":"Dix","year":"2017","journal-title":"Journal of Promotion Management"},{"key":"2026042203370022800_ref016","doi-asserted-by":"crossref","first-page":"758","DOI":"10.1016\/j.jbusres.2021.07.015","article-title":"Mapping the electronic word-of-mouth (eWOM) research: a systematic review and bibliometric analysis","volume":"135","author":"Donthu","year":"2021","journal-title":"Journal of Business Research"},{"issue":"1","key":"2026042203370022800_ref017","doi-asserted-by":"crossref","first-page":"19","DOI":"10.1108\/YC-07-2016-00622","article-title":"Influence of social media marketing communications on young consumers\u2019 attitudes","volume":"18","author":"Duffett","year":"2017","journal-title":"Young Consumers"},{"issue":"1","key":"2026042203370022800_ref018","doi-asserted-by":"crossref","first-page":"10","DOI":"10.1177\/1094428115584005","article-title":"Necessary condition analysis (NCA): logic and methodology of \u2018necessary but not sufficient\u2019 causality","volume":"19","author":"Dul","year":"2016","journal-title":"Organizational Research Methods"},{"key":"2026042203370022800_ref019","unstructured":"Dul, J.\n           (2016b), \u201cNecessary condition analysis (NCA). Rpackage version4.0.2\u201d, available at:Link to the cited article. (accessed02 April 2025)."},{"issue":"2","key":"2026042203370022800_ref020","doi-asserted-by":"crossref","first-page":"683","DOI":"10.1007\/s11846-023-00628-x","article-title":"Necessary condition analysis (NCA): review of research topics and guidelines for good practice","volume":"17","author":"Dul","year":"2023","journal-title":"Review of Managerial Science"},{"issue":"3","key":"2026042203370022800_ref021","doi-asserted-by":"crossref","first-page":"215","DOI":"10.1016\/j.ijresmar.2008.04.001","article-title":"Measuring the impact of positive and negative word of mouth on brand purchase probability","volume":"25","author":"East","year":"2008","journal-title":"International Journal of Research in Marketing"},{"issue":"3","key":"2026042203370022800_ref022","doi-asserted-by":"crossref","first-page":"321","DOI":"10.2501\/IJMR-2017-026","article-title":"The impact of word of mouth on intention to purchase currently used and other brands","volume":"59","author":"East","year":"2017","journal-title":"International Journal of Market Research"},{"issue":"3","key":"2026042203370022800_ref023","doi-asserted-by":"crossref","first-page":"83","DOI":"10.1080\/00913367.2002.10673678","article-title":"Forced exposure and psychological reactance: antecedents and consequences of the perceived intrusiveness of pop-up ads","volume":"31","author":"Edwards","year":"2002","journal-title":"Journal of Advertising"},{"issue":"3","key":"2026042203370022800_ref024","first-page":"133","article-title":"The impact of mobile phone ownership on exposure and attitude toward advertising among children","volume":"16","author":"Feijoo","year":"2024","journal-title":"Visual Review"},{"issue":"5","key":"2026042203370022800_ref025","doi-asserted-by":"crossref","first-page":"663","DOI":"10.1108\/JRIM-01-2022-0023","article-title":"Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective","volume":"17","author":"Gao","year":"2023","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"1","key":"2026042203370022800_ref026","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1007\/s11747-019-00711-4","article-title":"The future of technology and marketing: a multidisciplinary perspective","volume":"48","author":"Grewal","year":"2020","journal-title":"Journal of the Academy of Marketing Science"},{"key":"2026042203370022800_ref027","volume-title":"Multivariate Data Analysis","author":"Hair","year":"2022","edition":"8th ed."},{"issue":"1","key":"2026042203370022800_ref028","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1177\/00222429211061636","article-title":"The rise of new technologies in marketing: a framework and outlook","volume":"86","author":"Hoffman","year":"2022","journal-title":"Journal of Marketing"},{"issue":"4","key":"2026042203370022800_ref029","doi-asserted-by":"crossref","first-page":"374","DOI":"10.1108\/JCM-07-2019-3333","article-title":"Effects of self-brand congruity and ad duration on online in-stream video advertising","volume":"38","author":"Holmes","year":"2021","journal-title":"Journal of Consumer Marketing"},{"issue":"5","key":"2026042203370022800_ref030","doi-asserted-by":"crossref","first-page":"469","DOI":"10.1016\/j.ijinfomgt.2011.02.001","article-title":"The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: intermediary trust vs. seller trust","volume":"31","author":"Hong","year":"2011","journal-title":"International Journal of Information Management"},{"key":"2026042203370022800_ref031","doi-asserted-by":"crossref","first-page":"103","DOI":"10.1016\/j.chb.2018.06.035","article-title":"Timing of web personalization in mobile shopping: a perspective from uses and gratifications theory","volume":"88","author":"Huang","year":"2018","journal-title":"Computers in Human Behavior"},{"issue":"2","key":"2026042203370022800_ref032","doi-asserted-by":"crossref","first-page":"333","DOI":"10.1080\/00913367.2016.1269303","article-title":"Shedding new light on how advertising literacy can affect children\u2019s processing of embedded advertising formats: a future research agenda","volume":"46","author":"Hudders","year":"2017","journal-title":"Journal of Advertising"},{"key":"2026042203370022800_ref033","doi-asserted-by":"crossref","first-page":"800206","DOI":"10.3389\/fpsyg.2022.800206","article-title":"Driving consumer value co-creation and purchase intention by social media advertising value","volume":"13","author":"Hussain","year":"2022","journal-title":"Frontiers in Psychology"},{"key":"2026042203370022800_ref034","doi-asserted-by":"crossref","first-page":"15","DOI":"10.1016\/j.ijinfomgt.2018.05.007","article-title":"An investigation of relationships among privacy concerns, affective responses, and coping behaviors in location-based services","volume":"43","author":"Jung","year":"2018","journal-title":"International Journal of Information Management"},{"key":"2026042203370022800_ref035","doi-asserted-by":"crossref","first-page":"22","DOI":"10.1016\/j.jretconser.2016.03.005","article-title":"Satisfaction of mall shoppers: a study on perceived utilitarian and hedonic shopping values","volume":"31","author":"Kesari","year":"2016","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"1","key":"2026042203370022800_ref036","doi-asserted-by":"crossref","first-page":"92","DOI":"10.1080\/10641734.2016.1233157","article-title":"Perceived relevance and privacy concern regarding online behavioral advertising (OBA) and their role in consumer responses","volume":"38","author":"Kim","year":"2017","journal-title":"Journal of Current Issues & Research in Advertising"},{"issue":"1","key":"2026042203370022800_ref037","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1057\/s41262-021-00257-3","article-title":"Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM","volume":"29","author":"Kurto\u011flu","year":"2022","journal-title":"Journal of Brand Management"},{"key":"2026042203370022800_ref038","doi-asserted-by":"crossref","first-page":"559","DOI":"10.1016\/j.jbusres.2021.06.054","article-title":"When data security goes wrong: examining the impact of stress, social contract violation, and data type on consumer coping responses following a data breach","volume":"135","author":"Labrecque","year":"2021","journal-title":"Journal of Business Research"},{"issue":"4","key":"2026042203370022800_ref039","doi-asserted-by":"crossref","first-page":"257","DOI":"10.1016\/j.intmar.2013.09.002","article-title":"Consumer power: evolution in the digital age","volume":"27","author":"Labrecque","year":"2013","journal-title":"Journal of Interactive Marketing"},{"issue":"6","key":"2026042203370022800_ref040","doi-asserted-by":"crossref","first-page":"59","DOI":"10.1177\/002224296102500611","article-title":"A model for predictive measurements of advertising effectiveness","volume":"25","author":"Lavidge","year":"1961","journal-title":"Journal of Marketing"},{"key":"2026042203370022800_ref041","first-page":"ucaf018","article-title":"The effect of personalized content in media entertainment on engagement with the domain","author":"Lee","year":"2025","journal-title":"Journal of Consumer Research"},{"issue":"2","key":"2026042203370022800_ref042","doi-asserted-by":"crossref","first-page":"37","DOI":"10.1080\/00913367.2002.10673665","article-title":"Measuring the intrusiveness of advertisements: scale development and validation","volume":"31","author":"Li","year":"2002","journal-title":"Journal of Advertising"},{"issue":"8","key":"2026042203370022800_ref043","doi-asserted-by":"crossref","first-page":"1071","DOI":"10.1080\/0965254X.2021.1941204","article-title":"How do digital natives perceive and react toward online advertising? Implications for SMEs","volume":"32","author":"Lim","year":"2024","journal-title":"Journal of Strategic Marketing"},{"key":"2026042203370022800_ref044","doi-asserted-by":"crossref","first-page":"114587","DOI":"10.1016\/j.jbusres.2024.114587","article-title":"Electronic word of mouth 2.0 (eWOM 2.0)\u2013the evolution of eWOM research in the new age","volume":"176","author":"Liu","year":"2024","journal-title":"Journal of Business Research"},{"key":"2026042203370022800_ref045","doi-asserted-by":"crossref","first-page":"90","DOI":"10.1016\/j.jretconser.2017.11.010","article-title":"Consumer preference for national vs. private brands: the influence of brand engagement and self-concept threat","volume":"41","author":"Liu","year":"2018","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"2","key":"2026042203370022800_ref046","doi-asserted-by":"crossref","first-page":"86","DOI":"10.1080\/15252019.2014.944288","article-title":"eWOM as source of influence: the impact of participation in eWOM and perceived source trustworthiness on decision making","volume":"14","author":"L\u00f3pez","year":"2014","journal-title":"Journal of Interactive Advertising"},{"issue":"7","key":"2026042203370022800_ref047","doi-asserted-by":"crossref","first-page":"672","DOI":"10.1080\/10447310802335664","article-title":"An experimental study of antecedents and consequences of online ad intrusiveness","volume":"24","author":"McCoy","year":"2008","journal-title":"International Journal of Human-Computer Interaction"},{"issue":"2","key":"2026042203370022800_ref048","doi-asserted-by":"crossref","first-page":"246","DOI":"10.1080\/02650487.2016.1158223","article-title":"The impact of consumer confusion from eco-labels on negative WOM, distrust, and dissatisfaction","volume":"36","author":"Moon","year":"2017","journal-title":"International Journal of Advertising"},{"key":"2026042203370022800_ref049","doi-asserted-by":"crossref","first-page":"102272","DOI":"10.1016\/j.jretconser.2020.102272","article-title":"A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention","volume":"58","author":"Park","year":"2021","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026042203370022800_ref050","unstructured":"Parker, K. and Igielnik, R. (2020), \u201cOn the cusp of adulthood and facing an uncertain future: what we know about gen Z so far\u201d, Pew Research Center, available at:Link to the cited article. (accessed13 November 2025)."},{"issue":"3","key":"2026042203370022800_ref051","doi-asserted-by":"crossref","first-page":"e13045","DOI":"10.1111\/ijcs.13045","article-title":"Impact of advertising puffery on purchase intention and brand loyalty of young adults","volume":"48","author":"Punjani","year":"2024","journal-title":"International Journal of Consumer Studies"},{"key":"2026042203370022800_ref052","doi-asserted-by":"crossref","first-page":"102618","DOI":"10.1016\/j.jretconser.2021.102618","article-title":"Mixed emotional appeal enhances positive word-of-mouth: the moderating role of narrative person","volume":"62","author":"Quach","year":"2021","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"1","key":"2026042203370022800_ref053","doi-asserted-by":"crossref","first-page":"42","DOI":"10.1016\/j.ijresmar.2015.11.001","article-title":"Each can help or hurt: negative and positive word of mouth in social network brand communities","volume":"33","author":"Relling","year":"2016","journal-title":"International Journal of Research in Marketing"},{"key":"2026042203370022800_ref054","doi-asserted-by":"crossref","first-page":"520","DOI":"10.1016\/j.chb.2015.04.019","article-title":"Mobile collaborative learning: the role of individual learning in groups through text and video content delivery in tablets","volume":"50","author":"Reychav","year":"2015","journal-title":"Computers in Human Behavior"},{"issue":"12","key":"2026042203370022800_ref055","doi-asserted-by":"crossref","first-page":"2243","DOI":"10.1108\/IMDS-11-2019-0638","article-title":"When predictors of outcomes are necessary: guidelines for the combined use of PLS-SEM and NCA","volume":"120","author":"Richter","year":"2020","journal-title":"Industrial Management & Data Systems"},{"key":"2026042203370022800_ref056","doi-asserted-by":"crossref","first-page":"267","DOI":"10.1007\/978-3-031-37772-3_10","volume-title":"Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications","author":"Richter","year":"2023"},{"issue":"9-10","key":"2026042203370022800_ref057","doi-asserted-by":"crossref","first-page":"750","DOI":"10.1080\/0267257X.2018.1496130","article-title":"Am I intruding? Developing a conceptualization of advertising intrusiveness","volume":"34","author":"Riedel","year":"2018","journal-title":"Journal of Marketing Management"},{"key":"2026042203370022800_ref058","volume-title":"Exploring Youths\u2019 Willingness and Objections to Follow Virtual Influencers Promoting Sustainable Consumption: An Integration of VBN, AIDUA, and SSRIT Frameworks","author":"Riyat","year":"2025"},{"issue":"9","key":"2026042203370022800_ref0068","doi-asserted-by":"crossref","first-page":"1854","DOI":"10.3390\/electronics14091854","article-title":"The integration of AI and IoT in marketing: a systematic literature review","volume":"14","author":"Ros\u00e1rio","year":"2025","journal-title":"Electronics"},{"issue":"1","key":"2026042203370022800_ref059","doi-asserted-by":"crossref","first-page":"78","DOI":"10.1080\/02650487.2022.2135349","article-title":"Children\u2019s vulnerability to advertising: an overview of four decades of research (1980s\u20132020s)","volume":"42","author":"Rozendaal","year":"2023","journal-title":"International Journal of Advertising"},{"issue":"4","key":"2026042203370022800_ref060","doi-asserted-by":"crossref","first-page":"333","DOI":"10.1080\/15213269.2011.620540","article-title":"Reconsidering advertising literacy as a defense against advertising effects","volume":"14","author":"Rozendaal","year":"2011","journal-title":"Media Psychology"},{"issue":"3","key":"2026042203370022800_ref061","doi-asserted-by":"crossref","first-page":"348","DOI":"10.1108\/YC-10-2020-1231","article-title":"How over-the-top (OTT) platforms engage young consumers over traditional pay television service? An analysis of changing consumer preferences and gamification","volume":"22","author":"Sadana","year":"2021","journal-title":"Young Consumers"},{"issue":"1","key":"2026042203370022800_ref062","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1057\/s41270-023-00279-7","article-title":"Combined importance-performance map analysis (cIPMA) in partial least squares structural equation modeling (PLS-SEM): a SmartPLS 4 tutorial","volume":"12","author":"Sarstedt","year":"2024","journal-title":"Journal of Marketing Analytics"},{"key":"2026042203370022800_ref063","doi-asserted-by":"crossref","first-page":"87","DOI":"10.1016\/j.jretconser.2019.02.010","article-title":"Multichannel personalization: identifying consumer preferences for product recommendations in advertisements across different media channels","volume":"48","author":"Schreiner","year":"2019","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"3","key":"2026042203370022800_ref064","doi-asserted-by":"crossref","first-page":"587","DOI":"10.1057\/s41270-025-00383-w","article-title":"Consumer value dimensions in conversational and mobile commerce","volume":"13","author":"Schultz","year":"2025","journal-title":"Journal of Marketing Analytics"},{"issue":"4","key":"2026042203370022800_ref065","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/10641734.2024.2318711","article-title":"The role of perceived surveillance and privacy cynicism in effects of multiple synced advertising exposures on brand attitude","volume":"45","author":"Segijn","year":"2024","journal-title":"Journal of Current Issues & Research in Advertising"},{"key":"2026042203370022800_ref066","doi-asserted-by":"crossref","first-page":"101946","DOI":"10.1016\/j.jretconser.2019.101946","article-title":"Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying","volume":"52","author":"Sharma","year":"2020","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026042203370022800_ref067","doi-asserted-by":"crossref","first-page":"103424","DOI":"10.1016\/j.jretconser.2023.103424","article-title":"Unlocking potential: an integrated approach using PLS-SEM, NCA, and fsQCA for informed decision making","volume":"74","author":"Sukhov","year":"2023","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"3-4","key":"2026042203370022800_ref068","doi-asserted-by":"crossref","first-page":"344","DOI":"10.1108\/03090560810852977","article-title":"Factors influencing word of mouth effectiveness: receiver perspectives","volume":"42","author":"Sweeney","year":"2008","journal-title":"European Journal of Marketing"},{"issue":"4","key":"2026042203370022800_ref069","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1177\/0022242919841034","article-title":"What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence","volume":"83","author":"Tellis","year":"2019","journal-title":"Journal of Marketing"},{"issue":"5","key":"2026042203370022800_ref070","doi-asserted-by":"crossref","first-page":"546","DOI":"10.1509\/jmr.10.0355","article-title":"Social networks, personalized advertising, and privacy controls","volume":"51","author":"Tucker","year":"2014","journal-title":"Journal of Marketing Research"},{"key":"2026042203370022800_ref071","doi-asserted-by":"crossref","first-page":"102233","DOI":"10.1016\/j.jretconser.2020.102233","article-title":"Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail","volume":"57","author":"Tyrv\u00e4inen","year":"2020","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"3","key":"2026042203370022800_ref072","doi-asserted-by":"crossref","first-page":"262","DOI":"10.1177\/1094670512442786","article-title":"The impact of process recovery communication on customer satisfaction, repurchase intentions, and word-of-mouth intentions","volume":"15","author":"Van Vaerenbergh","year":"2012","journal-title":"Journal of Service Research"},{"issue":"4","key":"2026042203370022800_ref073","doi-asserted-by":"crossref","first-page":"531","DOI":"10.1016\/j.ijinfomgt.2016.03.003","article-title":"Intention to disclose personal information via mobile applications: a privacy calculus perspective","volume":"36","author":"Wang","year":"2016","journal-title":"International Journal of Information Management"},{"key":"2026042203370022800_ref074","doi-asserted-by":"crossref","first-page":"114070","DOI":"10.1016\/j.jbusres.2023.114070","article-title":"Does personalized advertising have their best interests at heart? A quantitative study of narcissists\u2019 SNS use among generation Z consumers","volume":"165","author":"Wang","year":"2023","journal-title":"Journal of Business Research"},{"key":"2026042203370022800_ref075","unstructured":"We are social\n           (2025), \u201cDigital report\u201d, available at:Link to the cited article. (accessed25 March 2025)."},{"issue":"1","key":"2026042203370022800_ref076","doi-asserted-by":"crossref","first-page":"47","DOI":"10.1080\/10641734.2021.1937408","article-title":"Empowering emotion: the driving force of share and purchase intentions in viral advertising","volume":"43","author":"Wen","year":"2022","journal-title":"Journal of Current Issues & Research in Advertising"},{"issue":"1","key":"2026042203370022800_ref077","doi-asserted-by":"crossref","first-page":"39","DOI":"10.1007\/s11002-007-9027-9","article-title":"Getting too personal: reactance to highly personalized email solicitations","volume":"19","author":"White","year":"2008","journal-title":"Marketing Letters"},{"key":"2026042203370022800_ref078","doi-asserted-by":"crossref","first-page":"76","DOI":"10.1016\/j.jbusres.2019.11.041","article-title":"A framework for Facebook advertising effectiveness: a behavioral perspective","volume":"109","author":"Wiese","year":"2020","journal-title":"Journal of Business Research"},{"issue":"1","key":"2026042203370022800_ref079","doi-asserted-by":"crossref","first-page":"42","DOI":"10.1016\/j.dss.2010.11.017","article-title":"The personalization privacy paradox: an exploratory study of decision making process for location-aware marketing","volume":"51","author":"Xu","year":"2011","journal-title":"Decision Support Systems"},{"issue":"2","key":"2026042203370022800_ref080","doi-asserted-by":"crossref","first-page":"151","DOI":"10.1037\/0003-066X.35.2.151","article-title":"Feeling and thinking: preferences need no inferences","volume":"35","author":"Zajonc","year":"1980","journal-title":"American Psychologist"},{"issue":"3","key":"2026042203370022800_ref081","doi-asserted-by":"crossref","first-page":"351","DOI":"10.1108\/YC-04-2020-1122","article-title":"Adolescents\u2019 advertising literacy and privacy protection strategies in the context of targeted advertising on social networking sites: implications for regulation","volume":"21","author":"Zarouali","year":"2020","journal-title":"Young Consumers"},{"issue":"1","key":"2026042203370022800_ref082","doi-asserted-by":"crossref","first-page":"169","DOI":"10.1007\/BF00922695","article-title":"Taking aim on empowerment research: on the distinction between individual and psychological conceptions","volume":"18","author":"Zimmerman","year":"1990","journal-title":"American Journal of Community Psychology"}],"container-title":["Young Consumers"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/yc\/article-pdf\/doi\/10.1108\/YC-06-2025-2590\/11162622\/yc-06-2025-2590en.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"syndication"},{"URL":"https:\/\/www.emerald.com\/yc\/article-pdf\/doi\/10.1108\/YC-06-2025-2590\/11162622\/yc-06-2025-2590en.pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,22]],"date-time":"2026-04-22T07:37:23Z","timestamp":1776843443000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.emerald.com\/yc\/article\/27\/4\/458\/1333046\/Be-personal-but-not-too-personal-necessary"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,1,1]]},"references-count":83,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2026,4,23]]}},"URL":"https:\/\/doi.org\/10.1108\/yc-06-2025-2590","relation":{},"ISSN":["1747-3616","1758-7212"],"issn-type":[{"value":"1747-3616","type":"print"},{"value":"1758-7212","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,1,1]]}}}