Machine gaze in online behavioral targeting: The effects of algorithmic human likeness on social presence and social influence

Digital platforms increasingly use online behavioral targeting (OBT) to enhance consumers' engagement, which involves using algorithms to “gaze” at consumers—tracking their online activities and inferring their preferences—so as to deliver relevant, personalized messages (e.g., advertisements, recommendations) to consumers. In light of the rising call for algorithmic transparency, this study investigates the effects of algorithmic transparency...