Honerkamp, Vincent2020-03-222020-03-222020-03-17http://hdl.handle.net/10919/97429This 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.enCreative Commons Attribution 4.0 InternationalmillennialSummary