Variables That Affect Avoidance of Online Behavioral Advertising

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Author(s): Fatma Yasa (Pamukkale University, Turkey)
Copyright: 2021
Pages: 21
Source title: Handbook of Research on New Media Applications in Public Relations and Advertising
Source Author(s)/Editor(s): Elif Esiyok (Atilim University, Turkey)
DOI: 10.4018/978-1-7998-3201-0.ch010

Keywords: Digital Communications / Information Science Reference / Knowledge Management and Library Science / Public Relations

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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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Variables That Affect Avoidance of Online Behavioral Advertising

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