How do users evaluate personalized Facebook advertising? An analysis of consumer- and advertiser controlled factors

Purpose This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns, perceived relevance and Facebook motives) factors in the evaluation and perceived outcomes of personalized Facebook advertising as well as how these factors interrelate. Design/methodology/approach Twenty-eight semi-structured interviews, in which elicitation techniques were...