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Feeling targeted in a digital era : a study about the influence of online behavioral targeting on consumer attitudes

Lammers, R. (2020) Feeling targeted in a digital era : a study about the influence of online behavioral targeting on consumer attitudes.

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Abstract:Creating customized online advertising content (also known as Online Behavioral Targeting – OBT) is one of the important tenets of online marketing and customer persuasion today. Data on (possible) consumers is needed by advertisers to personalize and target advertisements tailored to personality components and personal behavior. However, it is unclear how consumers’ attitudes are adapted when being exposed to various levels of personalization and data source creepiness within OBT practices. As such, this research aims to address the effects that personalization and data source creepiness have on consumer attitudes towards the advertisement and towards the advertised brand. The results for this study were gathered by means of an online experimental survey, which implemented manipulation materials with various levels of personalization and data source creepiness. The outcomes of the data analysis showed that personalization had a positive effect on both the attitude towards advertisement and attitude towards the advertised brand. The interaction effect between personalization and data source creepiness, did have a significant effect on the attitude towards the advertised brand. The study also found that perceived intrusiveness had a mediating effect within the research model.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/85166
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