2026-09-23T01:34:56Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/129633 2026-02-10 col_2142_5131 col_2142_49999 com_2142_5130 com_2142_49998 com_2142_16323

application/pdf en text Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2027-05-01 The student, Ruiheng Sun, accepted the attached license on 2025-05-06 at 09:22. The student, Ruiheng Sun, submitted this Thesis for approval on 2025-05-06 at 09:37. This Thesis was approved for publication on 2025-05-08 at 16:24. DSpace SAF Submission Ingestion Package generated from Vireo submission #22225 on 2025-10-19 at 19:17:04 Did I see this ad because of you or me? Exploring the effects of attributional cues and ad-context congruence on advertising effects Sun, Ruiheng 2025-05-08 Wise, Kevin Maslowska, Ewa Ham, Chang-Dae Personalized Advertising Attributional Cues Ad-context Congruence eng Social media platforms provide personalized advertising based on users’ online activities and social networks. These advertisements often feature attributional cues such as “suggested for you because …” to enhance personalization and transparency. According to attribution theory, attributional cues could be either internal (e.g., based on users’ own actions) or external (e.g., based on users’ social networks). The effects of these cues, as well as the possible moderating influence of ad-context congruence, remain underexplored. This thesis aimed to test the effects of attributional cues and ad-context congruence on users’ perceived personalization, selective exposure, and attitude towards the ad through an online experiment. Results showed that self-attributional cues elicit a more favorable attitude towards the ad than friend- and no-attributional cues, and perceived personalization mediates this relationship; however, no difference was found regarding ad-context congruence. 2025-05 Text https://hdl.handle.net/2142/129633 Copyright 2025 Ruiheng Sun Advertising Advertising University of Illinois Urbana-Champaign M.S. Thesis