The Impact of Users’ Privacy Perception on the Effectiveness of Social Media Advertising

Zhanhao Qiu

2025

Abstract

This article focuses on the impact of users' privacy perception on the effectiveness of social media advertising. With the development of social media, advertising push relies on the collection of user data, while users' concerns about privacy issues are increasing. This article analyzes users' attitudes towards factors such as understanding privacy policies, advertisement matching, data usage transparency, and privacy control options through a questionnaire survey, revealing the impact of users' privacy perception on advertisement acceptance. Research has found that clear and transparent privacy policies, along with highly relevant advertisements, can significantly enhance users' acceptance of advertisements while alleviating their privacy concerns. Based on this, the article suggests that advertising platforms should improve data usage transparency, enhance users' control over their privacy, optimize the relevance of ad delivery, and reduce the occurrence of negative user emotions, thereby achieving better advertising effectiveness and user experience while protecting privacy. These findings not only enrich the theories of privacy perception and advertising communication but also provide optimized recommendations and strategies for advertising platforms.

Paper Citation

in Harvard Style

Qiu Z. (2025). The Impact of Users’ Privacy Perception on the Effectiveness of Social Media Advertising. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 538-542. DOI: 10.5220/0014138800004942

in Bibtex Style

@conference{apmm25,
author={Zhanhao Qiu},
title={The Impact of Users’ Privacy Perception on the Effectiveness of Social Media Advertising},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={538-542},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014138800004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Impact of Users’ Privacy Perception on the Effectiveness of Social Media Advertising
SN - 978-989-758-791-7
AU - Qiu Z.
PY - 2025
SP - 538
EP - 542
DO - 10.5220/0014138800004942
PB - SciTePress