Consumer responses towards Online Behavioural Advertising (OBA) on Facebook

Fazeela J Ahsan and Kashmi D Jayathunga
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Fazeela J Ahsan: Faculty of Management and Finance, University of Colombo. Sri Lanka
Kashmi D Jayathunga: Faculty of Management and Finance, University of Colombo. Sri Lanka

International Journal of Research and Innovation in Social Science, 2023, vol. 7, issue 8, 1176-1188

Abstract: Online Behavioural Advertising (OBA) is the practice of tailoring advertising based on an individual’s online activities such as searching keywords and visiting websites. The purpose of this study is to explore the Sri Lankan consumer’s response towards OBA and to examine privacy concerns of OBA. Facebook has been selected, as it is the most famous social media platform in Sri Lanka. Literature depicts privacy concern had a significant trigger on OBA and personalisation factor has also been an indigenous characteristic of OBA. As per Ducoffe’s model (1996) on web advertising, entertainment, informativeness and irritation were considered as the perceptual dimensions demonstrating a relationship with attitude towards an advertisement and leading to consumer responses. Lee and Rha’s (2013) extended model for OBA depicted privacy and personalisation as two other important dimensions of OBA. Accordingly, the conceptual framework was developed and operationalised using previously used measures. Using data from 390 Sri Lankan respondents who are Facebook users in the age group of 18-34 years, the results show that entertainment, informativeness, and personalisation had a positive relationship between attitudes towards OBA, whereas irritation and privacy concerns had a negative relationship. The results indicate that consumer’s attitude towards OBA in fact has a positive impact on the consumer’s response to click on an advertisement. The findings will be of utmost importance for advertising practitioners to not only on developing information-rich and entertaining advertisements but also personalised content of the advertisements. This research study also contributes to an enhanced understanding of online behavioural advertising on Facebook. The findings of the research will be vital as a stepping stone to research in the area of OBA as it is an upcoming area in digital marketing and is known to be the future of advertising.

Date: 2023
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