Examining the impact of personalization on online advertising engagement: Moderating role of privacy concerns of online users
Tahira Awan () and
Additional contact information
Tahira Awan: International Islamic University
Muhammad Zahid: City University of Science and Information Technology, KP Peshawar
Business Review, 2019, vol. 14, issue 2, 31-46
This study examines online advertising engagement as a potential consequence of perceived personalization in online behavioral advertising (OBA) context. Internet usersâ€™ privacy concerns were analyzed as a moderator on perceived personalization and online advertising engagement relationship. Scenario based activity design was used and 409 usable questionnaires were incorporated in the statistical analysis. The collected data was analyzed using (SPSS) 21 and AMOS 23. Hayes method was used to perform moderation analysis. The moderation analysis showed a significant result but in the opposite direction as hypothesized i.e., high level of privacy concerns made the relationship between perceived personalization and online advertising engagement strong.
Keywords: Online; advertising; engagement; Â·; Perceived; personalization; Â·; Privacy; concern (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
https://businessreview.iba.edu.pk/articles/impact- ... ne-advertisement.pdf (application/pdf)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:aho:journl:v:14:y:2019:i:2:p:31-46
Access Statistics for this article
Business Review is currently edited by Dr. Wali Ullah
More articles in Business Review from IBA
Bibliographic data for series maintained by IBA ().