Cristel Russell Research Published in Journal of Advertising Research

Cristel Russell and co-authors Caroline Miltgen (Audiencia Business School, Nantes, France) and Anne-Sophie Cases (University of Montpellier, France) published research on “Consumers’ Responses to Facebook Advertising across PCs and Mobile Phones” in the Journal of Advertising Research. Cristel and her colleagues tested a model anchored in social-exchange theory and drawing uses and gratifications theory, using data from a survey of Facebook users in France. Findings show the trade-off between the intrinsic and social value Facebook advertisements bring and their perceived intrusiveness and privacy invasiveness drives consumers’ approach and avoidance of Facebook advertising. Research shows users’ trust of the platform and the importance of a transparent policy. Read more.