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Article
Publication date: 13 May 2020

Evert Van den Broeck, Karolien Poels and Michel Walrave

This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns, perceived…

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Abstract

Purpose

This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns, perceived relevance and Facebook motives) factors in the evaluation and perceived outcomes of personalized Facebook advertising as well as how these factors interrelate.

Design/methodology/approach

Twenty-eight semi-structured interviews, in which elicitation techniques were used, were carried out among 25- to 55-year-old Facebook users.

Findings

The findings point to a complex tradeoff between the risks and benefits of personalized Facebook advertising, in which perceived relevance and Facebook use motives play a vital role.

Research limitations/implications

This study focused on the general Facebook advertising experience, yet the elicitation techniques were applied only on the desktop website. Future research should look further into mobile advertising formats.

Practical implications

Personalization and retargeting algorithms could be improved and ads should be designed with the customers’ interests in mind to improve their effectiveness and reduce privacy concerns.

Originality/value

Social media advertising innovates at a high pace. Yet, the literature shows an urgent need for research into which ad formats and characteristics appeal to users and why (or why not). Qualitative studies into the determinants of advertising outcomes are scarce but highly needed because they can uncover complex interactions between factors and thus provide a deeper understanding.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 2
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 22 September 2020

Ruud Gerards, Andries de Grip and Arnoud Weustink

The purpose of this paper is to provide a first investigation of how new ways of working (NWW) and their various facets relate to employee informal learning at work, while…

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Abstract

Purpose

The purpose of this paper is to provide a first investigation of how new ways of working (NWW) and their various facets relate to employee informal learning at work, while accounting for a range of known antecedents of informal learning.

Design/methodology/approach

The job demand–control model and the job demands–resources model underpin our hypotheses on how NWW would relate to informal learning. The hypotheses are tested using the Preacher and Hayes (2008) bootstrap method for mediation analysis, accounting for the potential mediating effect of the frequency with which employees receive feedback.

Findings

The analyses show that NWW positively relate to informal learning at work. This relation is mediated by the frequency with which employees receive feedback. Further analysis shows that one particular NWW facet – access to organizational knowledge – is an independent driver of informal learning, hardly mediated by receiving feedback.

Practical implications

The results suggest that managers who seek new ways to stimulate informal learning can do so by giving their employees more access to organizational knowledge, for instance, by leveraging the potential of modern ICT.

Originality/value

This empirical paper is the first study on the impact of NWW on informal learning at work. Using data on the Dutch working population, it provides novel insights for several strands of literature as well as for practitioners.

Details

Personnel Review, vol. 50 no. 4
Type: Research Article
ISSN: 0048-3486

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