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Examining the impact of personalization on online advertising engagement: Moderating role of privacy concerns of online users

Author

Listed:
  • Uzma Noor
  • Tahira Awan

    (International Islamic University)

  • Muhammad Zahid

    (City University of Science and Information Technology, KP Peshawar)

Abstract

This study examines online advertising engagement as a potential consequence of perceived personalization in online behavioral advertising (OBA) context. Internet users’ 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.

Suggested Citation

  • Uzma Noor & Tahira Awan & Muhammad Zahid, 2019. "Examining the impact of personalization on online advertising engagement: Moderating role of privacy concerns of online users," Business Review, School of Economics and Social Sciences, IBA Karachi, vol. 14(2), pages 31-46, July-Dece.
    • Handle: RePEc:aho:journl:v:14:y:2019:i:2:p:31-46
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    References listed on IDEAS

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