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Ad personalization is becoming the dominant promotional tactic, further enhanced by new technologies applications. Greater efficiency is the main goal of such an advertising approach, but it can cause the appearance of the so-called "privacy paradox" that can induce negative consumer reactions in terms of avoiding such ads. This paper investigates the factors influencing the avoidance of personalized ads communicated through the social network Facebook. Part of the research model deals with the impact of perceived personalization, perceived irritation, and perceived privacy concerns on skepticism towards advertising and advertising avoidance. Furthermore, the empirical research was conducted on data collected through the Facebook and WhatsApp mobile applications. Following the obtained results, there is no negative effect of perceived personalization to skepticism towards advertising while it exists toward advertising avoidance. Furthermore, a positive effect of perceived irritation to skepticism towards advertising does not exist, but positive effects to ad avoidance do. The direct positive effect of perceived privacy concerns to skepticism and ad avoidance was not found. Also, skepticism about personalized ads was found not to be positively associated with avoiding personalized ads. In addition to new insights, the results can help design and implement promotional campaigns through social media technologies.

Internet se u ranijim fazama svog nastanka koristio u specifične svrhe poput razmjene informacija unutar velikih poduzeća ili državnih ustanova. Proširenjem dostupnosti krajnjim korisnicima povećavao se i broj informacija koje su se na internetu mogle pronaći. Kako bi korisnici mogli brzo i jednostavno pronaći za njih relevantnu informaciju koriste se tražilice. Korištenjem tražilica u prvi plan vlasnici web stranica stavljaju optimizaciju za tražilice, što je ujedno i fokus ovog rada. Analizom dostupnih sekundarnih izvora podataka postavljena je teorijska osnova pojma i uloge optimizacije, kao i osnovnih dijelova i tipova optimizacije za tražilice. U sklopu empirijskog istraživanja stvoren je anketni upitnik pomoću kojeg je provedeno kvantitativno istraživanje na mikro i malim poduzećima u sjevernoj Hrvatskoj. Anketni upitnik odaslan na e-poštu stručnjaka (za digitalni marketing ili marketing općenito) 52 poduzeća, od čega je 10 stručnjaka u potpunosti odgovorilo na sva pitanja te je na njihovim odgovorima provedena statistička analiza. Cilj je rada spoznati razinu korištenja optimizacije za tražilice kod poduzeća koja posluju na sjeveru Hrvatske uključujući i upoznatost sa samim pojmom optimizacije. Temeljem dobivenih rezultata može se zaključiti kako su poduzeća većinom upoznata sa pojmom optimizacije, te istu koriste u svom poslovanju. No, iako koriste brojne faktore koji su važni za povećanje pozicije na tražilicama ipak svjesnost prednosti i uloge optimizacije u poslovanju još uvijek nije u potpunosti formirana. ; In the earlier stages of its creation, the Internet was used for specific purposes such as the exchange of information within large companies or government institutions. By expanding the availability to end users, the amount of information that could be found on the Internet also increased. In order for users to be able to quickly and easily find relevant information for them, they use search engines. By using search engines, website owners prioritize search engine optimization, which is the focus of this paper. By collecting secondary data, the theoretical basis of the concept and role of optimization was created, as well as the basic parts and types of optimization. As part of the empirical research, a survey questionnaire was created with the help of which a quantitative research was conducted on micro and small companies in northern Croatia. The questionnaire was sent to the e-mail of experts (digital marketing or marketing experts in general) of 52 companies, of which 10 experts fully answered all questions and their answers were subjected to statistical analysis presented in the paper. The aim of this paper was to get acquainted with the level of use of optimization by companies operating in the northern Croatia, including familiarity with the concept of optimization. Based on the obtained results, it can be concluded that companies are mostly familiar with the concept of optimization, which is used in their companies. However, although they use a number of factors that are important for increasing search engine rankings, yet the awareness of the benefits and role of optimization in business is still not fully formed.