Predictors of avoidance towards personalization of restaurant smartphone advertising: A study from the Millennials' perspective
Purpose This paper aims to examine the effect of privacy concern, irritation and personalization on Millennials' perceptions of personalized smartphone advertising avoidance in a restaurant context. The hospitality industry has witnessed a huge surge in mobile activity over the past few years. Mobility opens up a new communication channel and allows industry to connect with their guests in a more personalized way. However, not all customers welcome the personalized advertisements. Design/methodology/approach Data were collected from 159 Millennials enrolled in a large state university in the Eastern USA using an online self administered survey. These Millennials were asked to use a restaurant's smartphone application for 30 days and then complete a survey based on their perceptions of personalized advertising. Descriptive analysis, reliability, factor analysis and regression analysis were used to evaluate the relationships among the four constructs: privacy concern, irritation, personalization and adv.