Administrative Sciences, Volume 15, Issue 11
2025 November - 52 articles
Cover Story: This paper investigates the conditions under which consumers accept AI-based personalized advertising, drawing on survey data from 650 individuals in Greece. It examines the combined influence of trust and ethical perceptions, familiarity with AI tools, digital behavior and identity-related concerns. The findings show that trust functions as the primary enabler of acceptance, while identity considerations can introduce resistance even when personalization is accurate. Familiarity supports positive attitudes only when trust is established. Overall, the study demonstrates that consumer acceptance of AI personalization is shaped not only by technological factors but also by psychological and social dynamics. View this paper - Issues are regarded as officially published after their release is announced to the table of contents alert mailing list .
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