ABSTRACT
A key benefit of web-based technology is the enhanced computational ability to tailor and personalize content using explicit online user profiles. While some degree of customization has long been regarded as positive, too much personalization to the point of perceived privacy intrusion can be detrimental. This study uses multivariate testing of an advertisement campaign on the online social network Facebook to investigate the extent to which digital advertising, personalized to specific age and gender group demographics (age and gender congruent) influences user engagement and increases click-through rates. The study achieved a total of 659,522 impressions (i.e., number of users who were exposed to the personalized advertisements and had the opportunity to engage). Moreover, a total of 1,733 unique clicks were recorded. Using N-1 χ2 testing, this study found that a combined age and gender congruency yielded statistically significantly greater click-through ratios in comparison to noncongruent (nonpersonalized) online advertisements (p < 0.05). As an example, the click-through rates by younger male users increased by over threefold when a young male model appeared in the imagery. The implication is that online content that is personalized to the user's age and gender demographic increases active user engagement.
Subject(s)
Advertising , Internet , Social Networking , Adolescent , Adult , Aged , Female , Humans , Male , Middle Aged , Multivariate Analysis , Privacy , Young AdultABSTRACT
BACKGROUND: Analyzing content generated by users of social network sites has been shown to be beneficial across a number of disciplines. Such analysis has revealed the precise behavior of users that details their distinct patterns of engagement. An issue is evident whereby without direct engagement with end users, the reasoning for anomalies can only be the subject of conjecture. Furthermore, the impact of engaging in social network sites on quality of life is an area which has received little attention. Of particular interest is the impact of online social networking on older users, which is a demographic that is specifically vulnerable to social isolation. A review of the literature reveals a lack of knowledge concerning the impact of these technologies on such users and even less is known regarding how this impact varies across different demographics. OBJECTIVE: The objective of our study was to analyze user interactions and to survey the attitudes of social network users directly, capturing data in four key areas: (1) functional usage, (2) behavioral patterns, (3) technology, and (4) quality of life. METHODS: An online survey was constructed, comprising 32 questions. Each question directly related to a research question. Respondents were recruited through a variety of methods including email campaigns, Facebook advertisements, and promotion from related organizations. RESULTS: In total, data was collected from 919 users containing 446 younger and 473 older users. In comparison to younger users, a greater proportion of older users (289/473, 61.1% older vs 218/446, 48.9% younger) (P<.001) stated that Facebook had either a positive or huge impact on their quality of life. Furthermore, a greater percentage of older users strongly agreed that Facebook strengthened their relationship with other people (64/473, 13.5% older vs 40/446, 9.0%younger) (P=.02). In comparison to younger users, a greater proportion of older users had more positive emotions-classified as slightly better or very good-during their engagement with Facebook (186/473, 39.3% older vs 120/446, 26.9% younger) (P<.001). CONCLUSIONS: The results reveal that despite engaging at considerably lower rates with significantly fewer connections, older users gain a greater quality-of-life benefit. Results disclose how both cohorts vary in their use, interactions, and rationale for engaging with Facebook.
