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Exploring User Attitudes Toward Online Behavioral Advertising: Insights into Trust, Transparency and Privacy

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  • Erjonilda Hasrama
  • Ervin Myftaraj
  • Brunela Trebicka

Abstract

This study explores the dynamic relationship between user acceptance and Online Behavioral Advertising (OBA). It aims to unravel how trust, transparency, and privacy concerns shape user attitudes and behaviors in the realm of personalized advertising. Employing a mixed-methods approach, the research integrates quantitative data from online surveys with qualitative insights from semi-structured interviews. The findings reveal that trust in advertisers and perceived transparency play important roles in influencing user acceptance of OBA. Interestingly, while privacy concerns negatively impact trust, they paradoxically enhance perceptions of OBA's effectiveness. The study further explores the nuanced interaction between transparency and trust, indicating that their combined effect differs from their individual influences. These insights are vital for advertisers and policymakers, underscoring the need for strategies that prioritize user-centric values like transparency and trust while addressing privacy concerns. The research contributes to the broader discourse in digital marketing, offering guidelines for ethical and effective personalized advertising practices.

Suggested Citation

  • Erjonilda Hasrama & Ervin Myftaraj & Brunela Trebicka, 2024. "Exploring User Attitudes Toward Online Behavioral Advertising: Insights into Trust, Transparency and Privacy," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 13, March.
    • Handle: RePEc:bjz:ajisjr:2565
    DOI: https://doi.org/10.36941/ajis-2024-0054
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    References listed on IDEAS

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