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The purpose of this paper is to conduct a statewide assessment of worksite health promotion (WHP) programs to identify the number of comprehensive programs and the health needs of worksites in Kentucky.

A random sample of 1,200 worksites in Kentucky was selected to receive the Centers for Disease Control and Prevention (CDC) Worksite Health ScoreCard to collect cross-sectional information on their health promotion practices.

Few worksites in Kentucky have WHP programs and even fewer have comprehensive programs. More businesses rely on health insurance to treat chronic diseases than WHP programs to reduce chronic diseases. Small companies were less likely than larger companies to have WHP programs and less likely to have intentions of starting a program.

The response rate of 37 percent was a potential threat to external validity. Respondents had to recall activities conducted during the past 12 months, which could have led to recall bias. Response bias was a potential, as many of the respondents were human resources personnel who may not be as familiar with WHP programs in their worksites. Lastly, four sections of the survey had yet to be validated.

WHP programs, if accessible and comprehensive, have the potential to improve the working population’s health status.

Very little information on the availability and effectiveness of health promotion programs at worksites is available. A statewide assessment on WHP programs has never been conducted in Kentucky.

This paper aims to tests a conceptual model capturing the influence of personalized advertising on customer perceptions of brands in social media and identifies three market segments based on customers’ reactions to personalized ads.

Two studies are developed to test the model using partial least squares structural equation modeling (PLS-SEM). Additionally, cluster analysis, multi-group analysis (MGA) and serial mediation tests are also conducted to provide better insights into the results.

The results of the two studies show that all nine hypotheses are supported except for H4 in Study 1. Three market segments (ad lovers, ad adjusters and ad haters) are identified. Each segment has a typical attitude toward personalized advertisements.

Built on self-congruence literature, the current research posits that consumer-brand self-congruence can be established when a customer sees a brand advertised on Facebook after searching for that brand online. Consistently, this paper finds that through self-congruence, personalized advertising has a positive impact on brand-related outcomes.

Three segments identified – “ad lovers,” “ad adjusters” and “ad haters” are important for marketers. Companies should develop an appropriate advertising campaign for each segment, especially once the general data protection regulation is in place. Companies will be subject to a noncompliance penalty if an advertisement is posted on a user s account without approval. Identifying this segment promptly will not only enable companies to save resources but also help avoid legal complications associated with privacy concerns.

This research sheds light on the effects of personalized advertising on customer perceptions of brands in social commerce.