The Moderating Role of Brand Reputation in Relationship of Individuals Privacy and Attitude towards Mobile Behavioral Advertisement: Case of Young Adult Consumers of Twin Cities

Zia Ur Rehman, Bazid Khan, Kamran Shehzad, Shuja-Ul-Islam, Rudsada Kaewsaeng-On and Marina Kirilchuk
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Zia Ur Rehman: FAST School of Management, FAST-NUCES, Islamabad, Pakistan
Bazid Khan: FAST School of Management, FAST-NUCES, Islamabad, Pakistan
Kamran Shehzad: FAST School of Management, FAST-NUCES, Islamabad, Pakistan
Shuja-Ul-Islam: FAST School of Management, FAST-NUCES, Islamabad, Pakistan
Rudsada Kaewsaeng-On: Faculty of Humanities and Social Sciences, Prince of Songkla University, Hatyai, Thailand
Marina Kirilchuk: Faculty of Economics and Business, Padjajaran University, Bandung, Indonesia

International Journal of Business and Economic Affairs (IJBEA), 2020, vol. 5, issue 5, 218-230

Abstract: The process of mobile behavioral advertising, which involves personalized based advertisements made through tracking consumers browsing behavior is on the verge. This study examined consumers privacy issues in the context of mobile behavioral advertisements and the moderating role of brand reputation. Research was conducted in Pakistan and the data was collected in twin cities (Rawalpindi & Islamabad) from 100 respondents who represent the targeted age group suitable for this study. The regression and the process analysis were used to analyze the data. The results showed that there is a significant positive relationship between the dimensions of Privacy and attitude towards mobile behavioral advertisements and exert the significant moderating impact of brand reputation between the relationship of dependent and independent variable. The research concludes that brands with higher reputation are more likely to attract purchase intention of consumers. Marketing experts can utilize the research findings to maintain long-term relationship with customers and devise an affective marketing strategy.

Keywords: Moderating; Brand; Individual’s privacy; Attitude; Behavioural advertisment; Young adults (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aya:ijbeaa:2020:p:218-230

DOI: 10.24088/IJBEA-2020-55002

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