... indicate that anthropomorphism has a significant U-shaped effect on privacy concerns. We also find that personalization and hedonic value moderate the non-linear association between anthropomorphism and privacy concerns. Finally, we find additional support for the mediated effect of anthropomorphism...

...Majed Zamil Hatem Alkindi; Akram Haddad; Abdu Mohamed Dawood Hafiz; Alaa Makki Abdulhadi Akkof; Kenny Teoh Cheng Purpose This paper examines the effects of advertising value, informativeness, entertainment, irritation and personalization on (18–34) generation attitude and the usage of social media...