Ads are watching me – a view from the interplay between anthropomorphism and customisation
Marina Puzakova
Oregon State University
Joseph F. Rocereto
Monmouth University
Hyokjin Kwak
Drexel University
Introduction
Consumers’ online and offline marketing activities are becoming more trackable and measurable with the embracement of new technologies. This rise in various types of technology platforms has led to an unprecedented increase in customisable content (Moreau & Herd 2010; Chu & Kim 2011; Muntinga et al. 2011; Franke et al. 2012; Thota et al.2012) and personalised communications (Kwak 2012). For instance, in 2006, about 80% of marketers surveyed...