{"id":"https://openalex.org/W4408215984","doi":"https://doi.org/10.56553/popets-2025-0057","title":"Privacy Perceptions and Behaviors Towards Targeted Advertising on Social Media: A Cross-Country Study on the Effect of Culture and Religion","display_name":"Privacy Perceptions and Behaviors Towards Targeted Advertising on Social Media: A Cross-Country Study on the Effect of Culture and Religion","publication_year":2025,"publication_date":"2025-03-07","ids":{"openalex":"https://openalex.org/W4408215984","doi":"https://doi.org/10.56553/popets-2025-0057"},"language":"en","primary_location":{"id":"doi:10.56553/popets-2025-0057","is_oa":true,"landing_page_url":"https://doi.org/10.56553/popets-2025-0057","pdf_url":"https://petsymposium.org/popets/2025/popets-2025-0057.pdf","source":{"id":"https://openalex.org/S4210183172","display_name":"Proceedings on Privacy Enhancing Technologies","issn_l":"2299-0984","issn":["2299-0984"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320322","host_organization_name":"De Gruyter Open","host_organization_lineage":["https://openalex.org/P4310320322","https://openalex.org/P4310313990"],"host_organization_lineage_names":["De Gruyter Open","De Gruyter"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings on Privacy Enhancing Technologies","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://petsymposium.org/popets/2025/popets-2025-0057.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5067025772","display_name":"Smirity Kaushik","orcid":"https://orcid.org/0000-0001-8776-6030"},"institutions":[{"id":"https://openalex.org/I157725225","display_name":"University of Illinois Urbana-Champaign","ror":"https://ror.org/047426m28","country_code":"US","type":"education","lineage":["https://openalex.org/I157725225"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Smirity Kaushik","raw_affiliation_strings":["University of Illinois Urbana-Champaign"],"affiliations":[{"raw_affiliation_string":"University of Illinois Urbana-Champaign","institution_ids":["https://openalex.org/I157725225"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5019575644","display_name":"Tanusree Sharma","orcid":"https://orcid.org/0000-0003-1523-163X"},"institutions":[{"id":"https://openalex.org/I157725225","display_name":"University of Illinois Urbana-Champaign","ror":"https://ror.org/047426m28","country_code":"US","type":"education","lineage":["https://openalex.org/I157725225"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Tanusree Sharma","raw_affiliation_strings":["University of Illinois Urbana-Champaign"],"affiliations":[{"raw_affiliation_string":"University of Illinois Urbana-Champaign","institution_ids":["https://openalex.org/I157725225"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5010794509","display_name":"Yaman Yu","orcid":"https://orcid.org/0000-0001-7341-2629"},"institutions":[{"id":"https://openalex.org/I157725225","display_name":"University of Illinois Urbana-Champaign","ror":"https://ror.org/047426m28","country_code":"US","type":"education","lineage":["https://openalex.org/I157725225"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Yaman Yu","raw_affiliation_strings":["University of Illinois Urbana-Champaign"],"affiliations":[{"raw_affiliation_string":"University of Illinois Urbana-Champaign","institution_ids":["https://openalex.org/I157725225"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5101448022","display_name":"Amna Ali","orcid":"https://orcid.org/0000-0002-2587-1043"},"institutions":[{"id":"https://openalex.org/I157725225","display_name":"University of Illinois Urbana-Champaign","ror":"https://ror.org/047426m28","country_code":"US","type":"education","lineage":["https://openalex.org/I157725225"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Amna Ali","raw_affiliation_strings":["University of Illinois Urbana-Champaign"],"affiliations":[{"raw_affiliation_string":"University of Illinois Urbana-Champaign","institution_ids":["https://openalex.org/I157725225"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5089865757","display_name":"Bart P. Knijnenburg","orcid":"https://orcid.org/0000-0003-1341-0669"},"institutions":[{"id":"https://openalex.org/I8078737","display_name":"Clemson University","ror":"https://ror.org/037s24f05","country_code":"US","type":"education","lineage":["https://openalex.org/I8078737"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Bart Piet Knijnenburg","raw_affiliation_strings":["Clemson University"],"affiliations":[{"raw_affiliation_string":"Clemson University","institution_ids":["https://openalex.org/I8078737"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5065252864","display_name":"Yang Wang","orcid":"https://orcid.org/0000-0003-3641-8241"},"institutions":[{"id":"https://openalex.org/I157725225","display_name":"University of Illinois Urbana-Champaign","ror":"https://ror.org/047426m28","country_code":"US","type":"education","lineage":["https://openalex.org/I157725225"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Yang Wang","raw_affiliation_strings":["University of Illinois Urbana-Champaign"],"affiliations":[{"raw_affiliation_string":"University of Illinois Urbana-Champaign","institution_ids":["https://openalex.org/I157725225"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5037796481","display_name":"Yixin Zou","orcid":"https://orcid.org/0000-0002-9088-705X"},"institutions":[{"id":"https://openalex.org/I4210096592","display_name":"Max Planck Institute for Security and Privacy","ror":"https://ror.org/00bj0r217","country_code":"DE","type":"facility","lineage":["https://openalex.org/I149899117","https://openalex.org/I4210096592"]}],"countries":["DE"],"is_corresponding":false,"raw_author_name":"Yixin Zou","raw_affiliation_strings":["Max Planck Institute for Security and Privacy"],"affiliations":[{"raw_affiliation_string":"Max Planck Institute for Security and Privacy","institution_ids":["https://openalex.org/I4210096592"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":7,"corresponding_author_ids":["https://openalex.org/A5067025772"],"corresponding_institution_ids":["https://openalex.org/I157725225"],"apc_list":null,"apc_paid":null,"fwci":7.8765,"has_fulltext":true,"cited_by_count":2,"citation_normalized_percentile":{"value":0.96330879,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":95,"max":96},"biblio":{"volume":"2025","issue":"2","first_page":"188","last_page":"210"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9725000262260437,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9725000262260437,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9585000276565552,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13277","display_name":"Media, Religion, Digital Communication","score":0.9266999959945679,"subfield":{"id":"https://openalex.org/subfields/1211","display_name":"Philosophy"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/perception","display_name":"Perception","score":0.6161421537399292},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.5760524868965149},{"id":"https://openalex.org/keywords/social-media","display_name":"Social media","score":0.5019335746765137},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.4171701669692993},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.37109434604644775},{"id":"https://openalex.org/keywords/internet-privacy","display_name":"Internet privacy","score":0.35521751642227173},{"id":"https://openalex.org/keywords/political-science","display_name":"Political science","score":0.313442587852478},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.1138065755367279}],"concepts":[{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.6161421537399292},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5760524868965149},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.5019335746765137},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4171701669692993},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.37109434604644775},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.35521751642227173},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.313442587852478},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.1138065755367279},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.56553/popets-2025-0057","is_oa":true,"landing_page_url":"https://doi.org/10.56553/popets-2025-0057","pdf_url":"https://petsymposium.org/popets/2025/popets-2025-0057.pdf","source":{"id":"https://openalex.org/S4210183172","display_name":"Proceedings on Privacy Enhancing Technologies","issn_l":"2299-0984","issn":["2299-0984"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320322","host_organization_name":"De Gruyter Open","host_organization_lineage":["https://openalex.org/P4310320322","https://openalex.org/P4310313990"],"host_organization_lineage_names":["De Gruyter Open","De Gruyter"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings on Privacy Enhancing Technologies","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.56553/popets-2025-0057","is_oa":true,"landing_page_url":"https://doi.org/10.56553/popets-2025-0057","pdf_url":"https://petsymposium.org/popets/2025/popets-2025-0057.pdf","source":{"id":"https://openalex.org/S4210183172","display_name":"Proceedings on Privacy Enhancing Technologies","issn_l":"2299-0984","issn":["2299-0984"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320322","host_organization_name":"De Gruyter Open","host_organization_lineage":["https://openalex.org/P4310320322","https://openalex.org/P4310313990"],"host_organization_lineage_names":["De Gruyter Open","De Gruyter"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings on Privacy Enhancing Technologies","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G18682879","display_name":null,"funder_award_id":"390781972","funder_id":"https://openalex.org/F4320320879","funder_display_name":"Deutsche Forschungsgemeinschaft"},{"id":"https://openalex.org/G5106512922","display_name":null,"funder_award_id":"Deutsche Forschungsgemeinschaft (DFG","funder_id":"https://openalex.org/F4320320879","funder_display_name":"Deutsche Forschungsgemeinschaft"},{"id":"https://openalex.org/G5717916917","display_name":null,"funder_award_id":"39078197","funder_id":"https://openalex.org/F4320320879","funder_display_name":"Deutsche Forschungsgemeinschaft"}],"funders":[{"id":"https://openalex.org/F4320320879","display_name":"Deutsche Forschungsgemeinschaft","ror":"https://ror.org/018mejw64"},{"id":"https://openalex.org/F4320322434","display_name":"Max-Planck-Gesellschaft","ror":"https://ror.org/01hhn8329"}],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4408215984.pdf","grobid_xml":"https://content.openalex.org/works/W4408215984.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W4391375266","https://openalex.org/W2748952813","https://openalex.org/W2908364646","https://openalex.org/W2628861693","https://openalex.org/W2275271759","https://openalex.org/W2014532210","https://openalex.org/W3203087560","https://openalex.org/W4312622923","https://openalex.org/W1977056376","https://openalex.org/W2728430307"],"abstract_inverted_index":{"Social":[0],"media":[1,32,57,176],"platforms":[2,22],"are":[3,177],"an":[4,41],"effective":[5],"channel":[6],"for":[7,162,196],"businesses":[8],"to":[9,34,92],"reach":[10],"potential":[11],"audiences":[12],"through":[13],"targeted":[14,28,53,97,172,197],"advertising.":[15],"As":[16],"the":[17,59,82,102,118,153,189],"user":[18],"base":[19],"of":[20,155],"these":[21,138],"expands":[23],"and":[24,30,50,68,75,88,94,114,131,185,193],"diversifies,":[25],"research":[26],"on":[27,55,174,199],"advertising":[29,173,198],"social":[31,56,175,200],"needs":[33],"go":[35],"beyond":[36],"well-studied":[37],"Western":[38,66],"contexts.":[39],"In":[40],"online":[42],"survey":[43],"(n=412),":[44],"we":[45],"compared":[46],"users'":[47,168],"privacy-related":[48],"perceptions":[49,170],"behaviors":[51],"regarding":[52,171],"ads":[54,98],"in":[58,81,101,143],"United":[60],"States":[61],"(as":[62],"a":[63,160],"baseline":[64],"representing":[65],"contexts)":[67],"three":[69,103],"South":[70,104,135],"Asian":[71,105,136],"countries:":[72],"Bangladesh,":[73],"India,":[74],"Pakistan.":[76],"We":[77,107,187],"found":[78],"that":[79,110],"participants":[80,125],"US":[83,124],"perceived":[84,148],"significantly":[85],"fewer":[86],"benefits":[87],"more":[89,178],"concerns":[90],"related":[91],"security":[93],"privacy":[95,169],"about":[96],"than":[99,134],"those":[100],"countries.":[106],"also":[108],"identified":[109,126],"individual's":[111],"cultural":[112,140,183],"values":[113,184],"religious":[115],"affiliations":[116],"influenced":[117],"observed":[119],"cross-country":[120],"variances.":[121],"For":[122],"instance,":[123],"less":[127],"with":[128,147,181],"vertical":[129,132],"collectivism":[130],"individualism":[133],"participants;":[137],"two":[139],"dimensions":[141],"were,":[142],"turn,":[144],"positively":[145],"associated":[146,180],"benefits.":[149],"Our":[150],"findings":[151,166],"highlight":[152],"limitation":[154],"using":[156],"one's":[157],"country":[158],"as":[159,164],"proxy":[161],"culture,":[163],"our":[165],"show":[167],"fundamentally":[179],"their":[182],"religion.":[186],"discuss":[188],"corresponding":[190],"design,":[191],"education,":[192],"regulatory":[194],"implications":[195],"media.":[201]},"counts_by_year":[{"year":2025,"cited_by_count":2}],"updated_date":"2026-04-10T15:06:20.359241","created_date":"2025-10-10T00:00:00"}