Aswo Safari

The personalization–privacy paradox in social media advertising: a cross-national study of ad attitudes and eWOM

Purpose This study aims to explore how advertising personalization and perceived intrusiveness influence consumers' attitudes toward social media ads and their subsequent electronic word-of-mouth (eWOM) behaviors. Using the privacy calculus theory and the theory of planned behavi...

The locus of psychic distance

Purpose This paper argues that longstanding inconsistencies in psychic distance research arise from a fundamental locus problem: the construct has drifted away from its original definition as barriers to information flow between the firm and the market. The purpose is to re-estab...