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Online marketers overstepping their welcome - a study of online behavioral advertising and its influence on perceived invasiveness and brand attitude

Ljøsne, Frida Jore; Braastad, Marianne
Master thesis
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2282562.pdf (1.648Mb)
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http://hdl.handle.net/11250/2621979
Utgivelsesdato
2019
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Samlinger
  • Master of Science [1116]
Sammendrag
Online behavioral advertising (OBA), an advertising technique based on

consumers’ online personal data, is highly praised by practitioners for its efficiency

and solid ability to create value for both the consumer and the advertiser. However,

current literature is limited on long-term implications of OBA for the advertised

brand. This study attempts to identify the potential damage OBA might cause when

consumers perceive it negatively. With privacy concern as a well-established

concept in the literature on OBA, the authors examine what happens when

companies overstep the privacy limit leading consumers to feel invaded. Product

sensitivity and ad relevance are proposed as antecedent factors influencing

invasiveness with OBA knowledge as a moderator, and perceived invasiveness in

turn is hypothesized to influence consumers’ attitudes toward the brand. Using a

scenario-based experiment (N = 165), the proposed framework is tested with a twoway

MANOVA and a PROCESS analysis. The findings show that consumers

perceiving OBA as invasive will lead to a decrease in their attitudes toward the

brand. Neither ad relevance nor product sensitivity are found as antecedent factors

for perceived invasiveness, and consumers’ OBA knowledge do not moderate this

relationship. However, OBA promoting sensitive products has a direct negative

effect on consumers’ brand attitudes. These findings demonstrate that OBA should

be used with caution, emphasizing the importance that advertisers avoid provoking

the feeling of invasiveness.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
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Handelshøyskolen BI

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