This research investigates the effect of digital advertising on the customer-brand relationship, looking at the mediating role of privacy risk perceptions on consumers’ purchase intentions. Through an online experiment, authors show how the source of the customized promotion via e-mail (known source vs. unknown source) has implications on privacy risk perceptions which in turn influence purchase intentions. Theoretical and managerial implications are discussed.

ABSTRACT
 INTRODUCTION
 CONCEPTUAL FRAMEWORK AND HYPOTHESES DEVELOPMENT
 METHODOLOGY
 MAIN RESULTS
 CONCLUSIONS

• Valentina Mazzoli(University of Florence, Italy)
• Laura Grazzini(University of Florence, Italy)
• Diletta Acuti(University of Florence, Italy)
• Raffaele Donvito(University of Florence, Italy)