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Variables That Affect Avoidance of Online Behavioral Advertising
Abstract
Technological developments considerably affect the lives of individuals in many ways. Advertisement sector and those targeted by advertising companies are largely prone to this effect. Online behavioral advertisement (OBA), as one of these practices, is based on the principle of tracking internet users' web footprints and delivering them advertisements that match their areas of interest, needs, preferences, etc. Despite technological advancements, internet users tend to avoid advertisements while surfing on the internet. This study aims to explore variables that affect OBA avoidance.
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