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The paper aims to develop and validate an instrument to measure users’ perceptions of online personalized advertising.

First, we identified 12 different aspects of online personalized advertisement and formulated candidate items through a literature review. A card sorting study and expert review were conducted to generate the initial scale items. We then conducted one survey (n = 308) to create a reliable measurement instrument and another (n = 296) to validate the instrument. Finally, we tested how the dimensions of the OPAD-Perception Framework can be used to differentiate between different levels of ad sensitivity, control/no control over the ad personalization process, and different levels of granularity of ad explanation.

The resulting OPAD-Perception Framework contains 49 Likert-formatted questions measuring ten distinct dimensions of online personalized advertising: reliability, usefulness, transparency, interactivity, targeting accuracy, accountability, creepiness, willingness to rely on, self-actualization, and persuasion.

The OPAD-Perception Framework can serve as a powerful tool to measure users’ attitudes toward online personalized advertising. This will enable advertisers and social media platforms to better support users’ privacy expectations and provide user-friendly interfaces for controlling the ad personalization process.

This study aims to improve the lubrication performance of molybdenum disulfide powders at textured surface of cemented carbide materials, a squeeze motion of vibration assistance method was introduced and investigated.

Surface texture was fabricated on YT15 cemented carbide samples using a laser marking machine. After that, a tribological experiment was carried out on a self-built friction testing machine under different amplitude and frequency of squeeze motion conditions. Moreover, a simulation model was also established to verify the principle of squeeze motion on the lubrication performance improving of MoS₂ particles at textured interfaces.

Analysis results indicated that surface texture on test sample can increase the storage ability of solid lubrication particles, and the lubrication film at the contact interface is more easily formed due to the reciprocating action. Squeeze motion can improve the storage ability of it due to an intermittent contact, which provides an opportunity for MoS₂ particles infiltration, and then a more uniform distribution and load-bearing properties of force chain are also established and formed simultaneously. Thus, a better tribological performance at the contact interface is obtained.

The main contribution of this work is to provide a reference for the molybdenum disulfide powder lubrication with textured surface of cemented carbide materials.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-05-2024-0166/