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Consumer’s awareness and privacy concerns regarding online behavioral advertising

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Original Article

Author Details : Priyanka, Sadaf Siraj

Volume : 5, Issue : 2, Year : 2018

Article Page : 184-193

https://doi.org/10.18231/2394-2770.2018.0029

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Abstract

In this digital age where it is becoming difficult for marketers to win customer’s expectations all the time. And consumers are getting more products online and offline for comparisons. Marketers started tracking consumers on the basis of their internet use and provide them customized advertising, this whole process is known as online behavioral advertising. The study aims to find: awareness level of OBA in consumers based on their age and gender, privacy concerns of consumers based on age and gender, whether there is any relation between the awareness level of OBA and Privacy concerns of the respondents and to understand the role of cookies in online behavioral advertising was also the objective. The findings were there is no difference among knowledge of online behavioral adverting and related concepts based on gender and age of the respondents. Level of privacy concerns does not differentiate between gender and age of the respondents. And there is no correlation between level of awareness regarding online behavioral advertising and privacy perception of the respondents.

Keywords: Privacy, Online behavioral advertisement, Behavioral targeting, Cookies

How to cite : Priyanka, Siraj S, Consumer’s awareness and privacy concerns regarding online behavioral advertising. J Manag Res Anal 2018;5(2):184-193

This is an Open Access (OA) journal, and articles are distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 License, which allows others to remix, tweak, and build upon the work non-commercially, as long as appropriate credit is given and the new creations are licensed under the identical terms.