IDEAS home Printed from
   My bibliography  Save this article

Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality


  • Shanahan, Tyler
  • Tran, Trang P.
  • Taylor, Erik C.


Social media has become one of the largest environments of human interaction, with more than 80% of Americans using social media and firm spending on social media marketing more than quadrupling in the past decade. Yet, little is known about the effects of ad personalization in the social media context. This research develops and tests a comprehensive model of personalized advertising in the development of consumer's brand perceptions using 242 responses collected from Amazon Mechanical Turk. Results suggest perceived personalization positively impacts consumer brand engagement and brand attachment, both enhance perceived quality and brand loyalty of brands advertised on Facebook.

Suggested Citation

  • Shanahan, Tyler & Tran, Trang P. & Taylor, Erik C., 2019. "Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 57-65.
  • Handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:57-65
    DOI: 10.1016/j.jretconser.2018.10.007

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL:
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. Baldus, Brian J. & Voorhees, Clay & Calantone, Roger, 2015. "Online brand community engagement: Scale development and validation," Journal of Business Research, Elsevier, vol. 68(5), pages 978-985.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. UNCTAD & World Bank, 2018. "Environmental and Social Impact Assessments," World Bank Publications - Reports 29477, The World Bank Group.
    4. Li, Le & Gu, Ke & Zeng, An & Fan, Ying & Di, Zengru, 2018. "Modeling online social signed networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 495(C), pages 345-352.
    5. Arif Mehmood & Byung-Won On & Ingyu Lee & Han Woo Park & Gyu Sang Choi, 2018. "Corroborating social media echelon in cancer research," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(2), pages 801-813, March.
    6. Viktoria Spaiser & Peter Hedström & Shyam Ranganathan & Kim Jansson & Monica K. Nordvik & David J. T. Sumpter, 2018. "Identifying Complex Dynamics in Social Systems," Sociological Methods & Research, , vol. 47(2), pages 103-135, March.
    7. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
    8. María D. C García-Alonso & Zaki Wahhaj, 2021. "Social diversity and bridging identity," Oxford Economic Papers, Oxford University Press, vol. 73(3), pages 1324-1344.
    9. Johanna Gummerus & Veronica Liljander & Emil Weman & Minna Pihlström, 2012. "Customer engagement in a Facebook brand community," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 857-877, August.
    10. Oberoi, Poonam & Patel, Chirag & Haon, Christophe, 2017. "Technology sourcing for website personalization and social media marketing: A study of e-retailing industry," Journal of Business Research, Elsevier, vol. 80(C), pages 10-23.
    11. Tiffany White & Debra Zahay & Helge Thorbjørnsen & Sharon Shavitt, 2008. "Getting too personal: Reactance to highly personalized email solicitations," Marketing Letters, Springer, vol. 19(1), pages 39-50, March.
    12. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    13. Montgomery, Alan L. & Smith, Michael D., 2009. "Prospects for Personalization on the Internet," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 130-137.
    14. Navdeep S. Sahni & S. Christian Wheeler & Pradeep Chintagunta, 2018. "Personalization in Email Marketing: The Role of Noninformative Advertising Content," Marketing Science, INFORMS, vol. 37(2), pages 236-258, March.
    15. Fetscherin, Marc & Heinrich, Daniel, 2015. "Consumer brand relationships research: A bibliometric citation meta-analysis," Journal of Business Research, Elsevier, vol. 68(2), pages 380-390.
    16. S. R. Nikhashemi & Naser Valaei & Arun Kumar Tarofder, 2017. "Does Brand Personality and Perceived Product Quality Play a Major Role in Mobile Phone Consumers’ Switching Behaviour?," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 108-127, June.
    17. Nicole D. Anderson, 2018. "Social capital and aging brain health," Chapters, in: Sherman Folland & Eric Nauenberg (ed.), Elgar Companion to Social Capital and Health, chapter 8, pages 113-124, Edward Elgar Publishing.
    18. M. Tolga Akçura & Füsun F. Gönül & Elina Petrova, 2004. "Consumer Learning and Brand Valuation: An Application on Over-the-Counter Drugs," Marketing Science, INFORMS, vol. 23(1), pages 156-169, April.
    19. Barratt, Clare L. & Smith, Claire E., 2018. "Workplace Relationships and Social Networks," Industrial and Organizational Psychology, Cambridge University Press, vol. 11(3), pages 510-516, September.
    20. Tran, Trang P., 2017. "Personalized ads on Facebook: An effective marketing tool for online marketers," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 230-242.
    21. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    2. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    3. Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
    4. Goic, Marcel & Rojas, Andrea & Saavedra, Ignacio, 2021. "The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments," Journal of Interactive Marketing, Elsevier, vol. 55(C), pages 118-145.
    5. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    6. Shahbaznezhad, Hamidreza & Dolan, Rebecca & Rashidirad, Mona, 2021. "The Role of Social Media Content Format and Platform in Users' Engagement Behavior," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 47-65.
    7. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    8. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    9. Machado, Joana César & Vacas-de-Carvalho, Leonor & Azar, Salim L. & André, Ana Raquel & dos Santos, Barbara Pires, 2019. "Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love," Journal of Business Research, Elsevier, vol. 96(C), pages 376-385.
    10. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
    11. Tatarnikova, Olga & Duchêne, Sébastien & Sentis, Patrick & Willinger, Marc, 2023. "Portfolio instability and socially responsible investment: Experiments with financial professionals and students," Journal of Economic Dynamics and Control, Elsevier, vol. 153(C).
    12. Asri, Viola, 2019. "Targeting of social transfers: Are India’s poor older people left behind?," World Development, Elsevier, vol. 115(C), pages 46-63.
    13. Park, Jungkun & Hyun, Hyowon & Thavisay, Toulany, 2021. "A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. Harrigan, Paul & Evers, Uwana & Miles, Morgan P. & Daly, Tim, 2018. "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent," Journal of Business Research, Elsevier, vol. 88(C), pages 388-396.
    15. Thomas Wozniak & Brigitte Stangl & Roland Schegg & Andreas Liebrich, 0. "The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland," Information Technology & Tourism, Springer, vol. 0, pages 1-26.
    16. Salim L Azar & Joana César Machado & Leonor Vacas-de-Carvalho & Ana Mendes, 2016. "Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 153-178, March.
    17. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    18. Thomas Wozniak & Brigitte Stangl & Roland Schegg & Andreas Liebrich, 2017. "The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland," Information Technology & Tourism, Springer, vol. 17(1), pages 75-100, March.
    19. Aqib Habib & Muhammad Irfan & Mohsin Shahzad, 2022. "Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19," Future Business Journal, Springer, vol. 8(1), pages 1-18, December.
    20. Muhammad Sarmad & Naeem Ahmad & Muhammad Khan & Muhammad Irfan & Hajira Atta, 2020. "Investigating the Moderating Role of Trust between Social Media Capabilities and Consumer Brand Engagement Across Textile Sector of Pakistan," International Review of Management and Marketing, Econjournals, vol. 10(4), pages 53-62.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:57-65. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.