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Ethics in Behavioural Targeting: Mapping Consumers Perceptions

Author

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  • Sonam Chauhan

    (Jaypee Business School, Jaypee Institute of Information Technology, Noida, India)

  • Shubhangini Rathore

    (Jaypee Business School, Jaypee Institute of Information Technology, Noida, India)

Abstract

In contemporary development “Internet” is a leading advertising source. Marketing avenues from traditional media are deteriorating and online marketing earnings are growing persistently. With online advertising, behavioural targeting is emerging as a prominent trend which is expected to account for major advertising revenues; as it permits websites to discriminate advertisements according to consumers surfing patterns. This can equally raise privacy issues and can have adverse consumer responses. This study explores the consumer perception regarding the ethics of behavioural targeting when done without user consent and awareness. The study focus on two major aspects the first is about knowledge and awareness about behavioural targeting and second issues related to ethics in behavioural targeting. The result shows that consumers are unaware about behavioural targeting.

Suggested Citation

  • Sonam Chauhan & Shubhangini Rathore, 2014. "Ethics in Behavioural Targeting: Mapping Consumers Perceptions," International Journal of Online Marketing (IJOM), IGI Global, vol. 4(2), pages 45-61, April.
    • Handle: RePEc:igg:jom000:v:4:y:2014:i:2:p:45-61
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