The effects of trait-based personalization in social media advertising

Advertisements in social media can be tailored to psychographic profiles based on consumers' digital-trace data. An experiment (N = 936) investigated the conditions under which such trait-based personalization of social media messages is more effective than non-personalized messages and which personality traits and user characteristics are most suitable for this purpose. In a 9 × 2 between-subjects design, the persuasive appeal of a Facebook ad...