Effectiveness of online behavioral targeting: A psychological perspective

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dc.authoridVarnali, Kaan/0000-0002-9731-6532|Ozcelik, Ayse Bengi/0000-0001-8205-603X
dc.authorwosidÖzcivan, Bengi/JAC-3306-2023
dc.authorwosidVarnali, Kaan/N-8826-2018
dc.contributor.authorOzcelik, Ayse Bengi
dc.contributor.authorVarnali, Kaan
dc.date.accessioned2024-07-18T20:42:35Z
dc.date.available2024-07-18T20:42:35Z
dc.date.issued2019
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractThe practice of online behavioral targeting in advertising is one of the hottest issues of contemporary debates about data privacy in the information age. Drawing upon the theory of regulatory focus and the ad value model, the present research focuses on the psychology of the recipient in explaining the effectiveness of online ads customized using behavioral targeting. Results of the present research suggest that the promotion focus level of a consumer has a significant effect on perceptions regarding informativeness and entertainment of a customized online ad, whereas perceived security risk associated with clicking customized online ads has a directly inverse effect on these two constructs, in addition, it increases the irritation caused by behavioral targeting. Further, the effect of ad value dimensions on behavioral ad responses is mediated by the attitude toward the ad and brand attitude. Implications of findings and future research directions are discussed.en_US
dc.identifier.doi10.1016/j.elerap.2018.11.006
dc.identifier.issn1567-4223
dc.identifier.issn1873-7846
dc.identifier.scopus2-s2.0-85059022057en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.urihttps://doi.org/10.1016/j.elerap.2018.11.006
dc.identifier.urihttps://hdl.handle.net/11411/7346
dc.identifier.volume33en_US
dc.identifier.wosWOS:000457595100005en_US
dc.identifier.wosqualityQ1en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherElsevieren_US
dc.relation.ispartofElectronic Commerce Research and Applicationsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectRetargetingen_US
dc.subjectOnline Advertisingen_US
dc.subjectBehavioral Targetingen_US
dc.subjectCustomized Advertisingen_US
dc.subjectOnline Consumer Behavioren_US
dc.subjectRegulatory Focusen_US
dc.subjectPerceived Intrusivenessen_US
dc.subjectConsumer Perceptionsen_US
dc.subjectElectronic Commerceen_US
dc.subjectAdvertising Valueen_US
dc.subjectRisk Perceptionsen_US
dc.subjectAds Worken_US
dc.subjectGratificationsen_US
dc.subjectAcceptanceen_US
dc.subjectAttitudesen_US
dc.titleEffectiveness of online behavioral targeting: A psychological perspective
dc.typeArticle

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