How do users evaluate personalized Facebook advertising? An analysis of consumer- and advertiser controlled factors

Evert Van den Broeck (PhD) is a voluntary member of research group MIOS at the department of Communication Studies of the University of Antwerp, Belgium. His research focuses on the effectiveness of personalized marketing messages on social media and the role of privacy concern. He works as a communication and advertising strategist at Wunderman Thompson.

Karolien Poels is a Full Professor of Strategic Communication at the Department of Communication Studies, University of Antwerp, Belgium. She is a member of the research group MIOS (Media and ICT in Organizations and Society). She studies how individuals use and experience ICT and how these insights can be applied for persuasive communication (advertising, health promotion, crisis communication, consumer protection and empowerment). She has published widely about these topics in high impact journals. She is vice-president of NeFCA (Netherlands-Flanders Communication Association).

Michel Walrave is a Professor at the Department of Communication Studies, University of Antwerp. He is responsible for the research group MIOS. His research is centered around online self-disclosure and privacy. The first part of his research concentrates on individuals’ motives of interpersonal self-disclosure, as well as related opportunities and risks. How intimate self-disclosures and their consequences can be understood, is also one of his research topics. Along with online interpersonal communication and privacy, he investigates the reasons why individuals entrust personal data to businesses and how (young) consumers deal with new forms of interactive marketing.