IDEAS home Printed from https://ideas.repec.org/a/bjz/ajisjr/2565.html
   My bibliography  Save this article

Exploring User Attitudes Toward Online Behavioral Advertising: Insights into Trust, Transparency and Privacy

Author

Listed:
  • Erjonilda Hasrama
  • Ervin Myftaraj
  • Brunela Trebicka

Abstract

This study explores the dynamic relationship between user acceptance and Online Behavioral Advertising (OBA). It aims to unravel how trust, transparency, and privacy concerns shape user attitudes and behaviors in the realm of personalized advertising. Employing a mixed-methods approach, the research integrates quantitative data from online surveys with qualitative insights from semi-structured interviews. The findings reveal that trust in advertisers and perceived transparency play important roles in influencing user acceptance of OBA. Interestingly, while privacy concerns negatively impact trust, they paradoxically enhance perceptions of OBA's effectiveness. The study further explores the nuanced interaction between transparency and trust, indicating that their combined effect differs from their individual influences. These insights are vital for advertisers and policymakers, underscoring the need for strategies that prioritize user-centric values like transparency and trust while addressing privacy concerns. The research contributes to the broader discourse in digital marketing, offering guidelines for ethical and effective personalized advertising practices.

Suggested Citation

  • 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.
  • Handle: RePEc:bjz:ajisjr:2565
    DOI: https://doi.org/10.36941/ajis-2024-0054
    as

    Download full text from publisher

    File URL: https://www.richtmann.org/journal/index.php/ajis/article/view/13714
    Download Restriction: no

    File URL: https://www.richtmann.org/journal/index.php/ajis/article/view/13714/13270
    Download Restriction: no

    File URL: https://libkey.io/https://doi.org/10.36941/ajis-2024-0054?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    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.
    2. Wieringa, Jaap & Kannan, P.K. & Ma, Xiao & Reutterer, Thomas & Risselada, Hans & Skiera, Bernd, 2021. "Data analytics in a privacy-concerned world," Journal of Business Research, Elsevier, vol. 122(C), pages 915-925.
    3. Janice Y. Tsai & Serge Egelman & Lorrie Cranor & Alessandro Acquisti, 2011. "The Effect of Online Privacy Information on Purchasing Behavior: An Experimental Study," Information Systems Research, INFORMS, vol. 22(2), pages 254-268, June.
    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. 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).
    3. 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.
    4. Kelly D. Martin & Patrick E. Murphy, 2017. "The role of data privacy in marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 135-155, March.
    5. De Keyser, Arne & Bart, Yakov & Gu, Xian & Liu, Stephanie Q. & Robinson, Stacey G. & Kannan, P.K., 2021. "Opportunities and challenges of using biometrics for business: Developing a research agenda," Journal of Business Research, Elsevier, vol. 136(C), pages 52-62.
    6. Sajeesh, S. & Singh, Ashutosh & Bhardwaj, Pradeep, 2022. "Optimal checkout strategies for online retailers," Journal of Retailing, Elsevier, vol. 98(3), pages 378-394.
    7. Potoglou, Dimitris & Palacios, Juan & Feijoo, Claudio & Gómez Barroso, Jose-Luis, 2015. "The supply of personal information: A study on the determinants of information provision in e-commerce scenarios," 26th European Regional ITS Conference, Madrid 2015 127174, International Telecommunications Society (ITS).
    8. Jacopo Arpetti & Antonio Iovanella, 2019. "Towards more effective consumer steering via network analysis," Papers 1903.11469, arXiv.org, revised Nov 2019.
    9. 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.
    10. Esther Gal-Or & Ronen Gal-Or & Nabita Penmetsa, 2018. "The Role of User Privacy Concerns in Shaping Competition Among Platforms," Information Systems Research, INFORMS, vol. 29(3), pages 698-722, September.
    11. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    12. Dengler, Sebastian & Prüfer, Jens, 2021. "Consumers' privacy choices in the era of big data," Games and Economic Behavior, Elsevier, vol. 130(C), pages 499-520.
    13. 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.
    14. Nasim Mousavi & Panagiotis Adamopoulos & Jesse Bockstedt, 2023. "The Decoy Effect and Recommendation Systems," Information Systems Research, INFORMS, vol. 34(4), pages 1533-1553, December.
    15. 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.
    16. Caleb S. Fuller, 2019. "Is the market for digital privacy a failure?," Public Choice, Springer, vol. 180(3), pages 353-381, September.
    17. Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
    18. Hristo Katrandjiev & Ivo Velinov, 2014. "Investigation of Online Visual Merchandising (OVM) Elements of Apparel Web Stores," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 84-98, January.
    19. Carlo Pugnetti & Sandra Elmer, 2020. "Self-Assessment of Driving Style and the Willingness to Share Personal Information," JRFM, MDPI, vol. 13(3), pages 1-18, March.
    20. 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.

    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:bjz:ajisjr:2565. 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: Richtmann Publishing Ltd (email available below). General contact details of provider: https://www.richtmann.org/journal/index.php/ajis .

    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.