In the age of information and communication technology, consumers' attitude toward the creativity of advertising messages is considered as one of the issues in the area of marketing, for which there is not too much information. Thus, the objective of this research was to evaluate the effectiveness of personalized advertising on Facebook. The research population included the Internet users and members of the Facebook social network in Iran, the exact number of which has not been announced. Given the unknown nature of the research population, a sample size of 384 people was randomly selected among Internet users. However, as we did not have a complete list of the target population in order to select the sample randomly, we used the convenient sampling method in this research. The only inclusion criterion of the study is being a member in Facebook. Based on the results obtained, all the hypotheses of the research were approved. In other words, development of a comprehensive model of using personalized advertising in social networks is effective in users' attitudes and behavioral responses (these attitudes and behavioral responses included the consumer perception of the personalization of advertising and advertising credibility, pessimism about advertising, avoiding them, as well as behavioral intentions of consumers with regard to using this advertising for purchasing).
