IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v7y2023i8p1176-1188.html
   My bibliography  Save this article

Consumer responses towards Online Behavioural Advertising (OBA) on Facebook

Author

Listed:
  • Fazeela J Ahsan

    (Faculty of Management and Finance, University of Colombo. Sri Lanka)

  • Kashmi D Jayathunga

    (Faculty of Management and Finance, University of Colombo. Sri Lanka)

Abstract

Online Behavioural Advertising (OBA) is the practice of tailoring advertising based on an individual’s online activities such as searching keywords and visiting websites. The purpose of this study is to explore the Sri Lankan consumer’s response towards OBA and to examine privacy concerns of OBA. Facebook has been selected, as it is the most famous social media platform in Sri Lanka. Literature depicts privacy concern had a significant trigger on OBA and personalisation factor has also been an indigenous characteristic of OBA. As per Ducoffe’s model (1996) on web advertising, entertainment, informativeness and irritation were considered as the perceptual dimensions demonstrating a relationship with attitude towards an advertisement and leading to consumer responses. Lee and Rha’s (2013) extended model for OBA depicted privacy and personalisation as two other important dimensions of OBA. Accordingly, the conceptual framework was developed and operationalised using previously used measures. Using data from 390 Sri Lankan respondents who are Facebook users in the age group of 18-34 years, the results show that entertainment, informativeness, and personalisation had a positive relationship between attitudes towards OBA, whereas irritation and privacy concerns had a negative relationship. The results indicate that consumer’s attitude towards OBA in fact has a positive impact on the consumer’s response to click on an advertisement. The findings will be of utmost importance for advertising practitioners to not only on developing information-rich and entertaining advertisements but also personalised content of the advertisements. This research study also contributes to an enhanced understanding of online behavioural advertising on Facebook. The findings of the research will be vital as a stepping stone to research in the area of OBA as it is an upcoming area in digital marketing and is known to be the future of advertising.

Suggested Citation

  • Fazeela J Ahsan & Kashmi D Jayathunga, 2023. "Consumer responses towards Online Behavioural Advertising (OBA) on Facebook," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(8), pages 1176-1188, August.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:8:p:1176-1188
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-7-issue-8/1176-1188.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/journals/ijriss/articles/consumer-responses-towards-online-behavioural-advertising-oba-on-facebook/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bleier, Alexander & Eisenbeiss, Maik, 2015. "The Importance of Trust for Personalized Online Advertising," Journal of Retailing, Elsevier, vol. 91(3), pages 390-409.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cheng, Junjun & Chen, Bo & Huang, Zihang, 2023. "Collective-based ad transparency in targeted hotel advertising: Consumers’ regulatory focus underlying the crowd safety effect," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. White, Gareth R.T. & Samuel, Anthony, 2019. "Programmatic Advertising: Forewarning and avoiding hype-cycle failure," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 157-168.
    3. Ivan De Battista & Franco Curmi & Emanuel Said, 2021. "Influencing Factors Affecting Young People’s Attitude Towards Online Advertising: A Systematic Literature Review," International Review of Management and Marketing, Econjournals, vol. 11(3), pages 58-72.
    4. Nasim Mousavi & Panagiotis Adamopoulos & Jesse Bockstedt, 2023. "The Decoy Effect and Recommendation Systems," Information Systems Research, INFORMS, vol. 34(4), pages 1533-1553, December.
    5. Waleed Yahya Yousef, 2023. "The Influence of a Country’s Sustainable Development on Likeability, Intention to Travel, and Country Image: A Case Study from Saudi Arabia," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
    6. Erjonilda Hasrama & Ervin Myftaraj & Brunela Trebicka, 2024. "Exploring User Attitudes Toward Online Behavioral Advertising: Insights into Trust, Transparency and Privacy," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 13, March.
    7. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    8. Mpinganjira, Mercy & Maduku, Daniel K., 2019. "Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands," Journal of Business Research, Elsevier, vol. 95(C), pages 464-478.
    9. Cloarec, Julien, 2020. "The personalization–privacy paradox in the attention economy," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    10. Pallant, Jason I. & Pallant, Jessica L. & Sands, Sean J. & Ferraro, Carla R. & Afifi, Eslam, 2022. "When and how consumers are willing to exchange data with retailers: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Grosso, Monica & Castaldo, Sandro & Li, Hua (Ariel) & Larivière, Bart, 2020. "What Information Do Shoppers Share? The Effect of Personnel-, Retailer-, and Country-Trust on Willingness to Share Information," Journal of Retailing, Elsevier, vol. 96(4), pages 524-547.
    12. Boman, Laura & Urumutta Hewage, Ganga S. & Hasford, Jonathan, 2023. "Strength in diversity: How incongruent racial cues enhance consumer preferences toward conservative brands," Journal of Business Research, Elsevier, vol. 168(C).
    13. Hajian, Ava & Sadeghi, Russell & Prybutok, Victor R. & Koh, Chang E., 2024. "Increasing trust and value of mobile advertising in retailing: A survey design, machine learning approach, and blockchain in the trust path," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    14. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
    15. Okazaki, Shintaro & Eisend, Martin & Plangger, Kirk & de Ruyter, Ko & Grewal, Dhruv, 2020. "Understanding the Strategic Consequences of Customer Privacy Concerns: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 96(4), pages 458-473.
    16. Katharina Baum & Olga Abramova & Stefan Meißner & Hanna Krasnova, 2023. "The effects of targeted political advertising on user privacy concerns and digital product acceptance: A preference-based approach," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-17, December.
    17. Lütjens, Henk & Eisenbeiss, Maik & Fiedler, Maximilian & Bijmolt, Tammo, 2022. "Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints," Journal of Business Research, Elsevier, vol. 153(C), pages 445-466.
    18. Scholdra, Thomas P. & Wichmann, Julian R.K. & Reinartz, Werner J., 2023. "Reimagining personalization in the physical store," Journal of Retailing, Elsevier, vol. 99(4), pages 563-579.
    19. Cloarec, Julien & Cadieu, Charlotte & Alrabie, Nour, 2024. "Tracking technologies in eHealth: Revisiting the personalization-privacy paradox through the transparency-control framework," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    20. Markos, Ereni & Labrecque, Lauren I. & Milne, George R., 2018. "A New Information Lens: The Self-concept and Exchange Context as a Means to Understand Information Sensitivity of Anonymous and Personal Identifying Information," Journal of Interactive Marketing, Elsevier, vol. 42(C), pages 46-62.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:7:y:2023:i:8:p:1176-1188. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://www.rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.