Journal of Management Research and Analysis

Print ISSN: 2394-2762

Online ISSN: 2394-2770

CODEN : JMRABX

Journal of Management Research and Analysis (JMRA) open access, peer-reviewed quarterly journal publishing since 2014 and is published under auspices of the Innovative Education and Scientific Research Foundation (IESRF), aim to uplift researchers, scholars, academicians, and professionals in all academic and scientific disciplines. IESRF is dedicated to the transfer of technology and research by publishing scientific journals, research content, providing professional’s membership, and conducting conferences, seminars, and award programs. With more...

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Original Article


Article page

184-193


Authors Details

Priyanka, Sadaf Siraj


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Consumer’s awareness and privacy concerns regarding online behavioral advertising


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

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