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How Machine Learning Artificial Intelligence Improves Users' Perceptions of Facebook Ads: A Model of Personalization, Advertising Value and Purchase Intention.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	How Machine Learning Artificial Intelligence Improves Users' Perceptions of Facebook Ads: A Model of Personalization, Advertising Value and Purchase Intention./
作者:	Chap, Chetra.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2022,
面頁冊數:	164 p.
附註:	Source: Dissertations Abstracts International, Volume: 84-01, Section: B.
Contained By:	Dissertations Abstracts International84-01B.
標題:	Communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29282244
ISBN:	9798802752142

How Machine Learning Artificial Intelligence Improves Users' Perceptions of Facebook Ads: A Model of Personalization, Advertising Value and Purchase Intention.
Chap, Chetra.

How Machine Learning Artificial Intelligence Improves Users' Perceptions of Facebook Ads: A Model of Personalization, Advertising Value and Purchase Intention. - Ann Arbor : ProQuest Dissertations & Theses, 2022 - 164 p.

Source: Dissertations Abstracts International, Volume: 84-01, Section: B.

Thesis (Ph.D.)--Ohio University, 2022.

This item must not be sold to any third party vendors.

This study is one of the first attempts to measure the effects of machine learning artificial intelligence, a technology that collects and analyzes users' data to formulate advertising personalization, on Facebook advertising effectiveness. An integrated model was developed to study the relationships among advertising personalization, active use of Facebook, open use of Facebook, advertising value, purchase intention, informativeness, credibility, entertainment and irritation through regression analyses on online survey data collected from 731 Facebook users in the United States. The findings showed that the two newly developed scales, active use and open use, were positively related to personalization, suggesting a pivotal role of machine learning artificial intelligence in enhancing personalization. The findings also indicated that advertising personalization, which is powered by machine learning artificial intelligence on Facebook, increased advertising value, purchase intention, informativeness, credibility and entertainment while reducing irritation. This study expands advertising literature not only to investigate the techniques and content that operate to determine advertising effectiveness, but also to observe the role of backend technology, particularly machine learning artificial intelligence, that powers and drives advertising platforms to become more effective.

ISBN: 9798802752142Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Machine Learning

How Machine Learning Artificial Intelligence Improves Users' Perceptions of Facebook Ads: A Model of Personalization, Advertising Value and Purchase Intention.
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