Ethics in Behavioural Targeting: Mapping Consumers Perceptions

Sonam Chauhan and Shubhangini Rathore
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Sonam Chauhan: Jaypee Business School, Jaypee Institute of Information Technology, Noida, India
Shubhangini Rathore: Jaypee Business School, Jaypee Institute of Information Technology, Noida, India

International Journal of Online Marketing (IJOM), 2014, vol. 4, issue 2, 45-61

Abstract: In contemporary development “Internet” is a leading advertising source. Marketing avenues from traditional media are deteriorating and online marketing earnings are growing persistently. With online advertising, behavioural targeting is emerging as a prominent trend which is expected to account for major advertising revenues; as it permits websites to discriminate advertisements according to consumers surfing patterns. This can equally raise privacy issues and can have adverse consumer responses. This study explores the consumer perception regarding the ethics of behavioural targeting when done without user consent and awareness. The study focus on two major aspects the first is about knowledge and awareness about behavioural targeting and second issues related to ethics in behavioural targeting. The result shows that consumers are unaware about behavioural targeting.

Date: 2014
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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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