Online Behavioral Advertising: A Literature Review and Research Agenda
By Sophie C. Boerman, Sanne Kruikemeier, F. J. Z. Borgesius. arXiv.org, 2017
373 citations recorded by the source corpus.
Advertisers are increasingly monitoring people's online behavior and using the information collected to show people individually targeted advertisements. This phenomenon is called online behavioral advertising (OBA). Although advertisers can benefit from OBA, the practice also raises concerns about privacy. Therefore, OBA has received much attention from advertisers, consumers, policymakers, and scholars. Despite this attention, there is neither a strong definition of OBA nor a clear accumulation of empirical findings. This article defines OBA and provides an overview of the empirical findings by developing a framework that identifies and integrates all factors that can explain consumer responses toward OBA. The framework suggests that the outcomes of OBA are dependent on advertiser-controlled factors (e.g., the level of personalization) and consumer-controlled factors (e.g., knowledge and perceptions about OBA and individual characteristics). The article also overviews the theoretical positioning of OBA by placing the theories that are used to explain consumers’ responses to OBA in our framework. Finally, we develop a research agenda and discuss implications for policymakers and advertisers.
View Paper: https://www.semanticscholar.org/paper/f4fd6a8449924e3638d57f43abe2d8f6bc20a575
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
- Bartosz W. Wojdynski
- Nathaniel J. Evans
- Seounmi Youn
- Sophie C. Boerman
- Priska L. Breves
- Michelle A. Amazeen
Citations in the corpus
- The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats (2020, background): “64), a number of developments in the field and scholarship over the past two decades warrant a broader definition, including among them the rise of personalized advertising (Tucker 2014), social media platforms that combine mass and interpersonal communication (Mangold and Faulds 2009), online behav”