Five items assess the extent to which a consumer accepts having a social media platform use demographic information they have explicitly entered into their profile — such as age, gender, and relationship status — to serve them targeted advertisements. The scale was created by Kim, Barasz, and John (2019) as one of four measures designed to distinguish between qualitatively different bases for behavioural ad targeting.
Kim, T., Barasz, K., & John, L. K. (2019). Why am I seeing this ad? The effect of ad transparency on ad effectiveness. Journal of Consumer Research, 45(5), 906–932.
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