Examining the impact of personalization on online advertising engagement: Moderating role of privacy concerns of online users
This study examines online advertising engagement as a potential consequence of perceived personalization in online behavioral advertising (OBA) context. Internet users’ privacy concerns were analyzed as a moderator on perceived personalization and online advertising engagement relationship. Scena...
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| Hauptverfasser: | , , |
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| Format: | Artigo |
| Sprache: | Inglês |
| Veröffentlicht: |
Institute of Business Administration
2019-12-01
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| Schriftenreihe: | Business Review |
| Schlagworte: | |
| Online-Zugang: | https://ir.iba.edu.pk/businessreview/vol14/iss2/3/ |
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