A Research Study of the Factors that Influence Avoidance of Online Behavioural Advertising: Indian Students Perspective
Published: 2022
Author(s) Name: Jatin Jhamb, Gurudas Nulkar |
Author(s) Affiliation: Symbiosis Centre of Management and Human Resource Development, Pune, Maharashtra, India.
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Abstract
As a new form of online adverting, online behaviour advertising (OBA) has developed into the most popular format in today’s digital world, which helps advertisers generate insights into prospective buyers by tracking their digital footprint and deliver content relevant to them. A personalized ad sometimes makes a user uncomfortable and we are never able to find the factors behind his avoidance. However, this study aims to find the relationship between various factors that leads to ad avoidance and suggestions to improve the same. The study was planned as a cross - sectional study conducted with a sample size of 453 people and data obtained using a questionnaire. We will analyse the factors that leads to the online behaviour advertising avoidance in India. Goal impediment, privacy concerns, and perceived personalization all had significant influence on negative experience, and negative experience had a major impact on online ad avoidance behaviour, according to the findings.
Keywords: Advertising, Online Behavioural Targeting, Ad Avoidance, Perceived Personalization, Goal Impediment, Privacy Concern, Negative Experience
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