Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising
Purpose – With the developments of the digital era and considerable developments in ICT, advertisers are leveraging data-driven forms of online advertising to target consumers individually. The present study integrates privacy concerns with the constructs from the persuasion knowledge model to inves...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2022-11-01
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| Series: | Business Analyst |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/BAJ-08-2022-0024/full/pdf |
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| author | Shradha Jain H.C. Purohit |
| author_facet | Shradha Jain H.C. Purohit |
| author_sort | Shradha Jain |
| collection | DOAJ |
| description | Purpose – With the developments of the digital era and considerable developments in ICT, advertisers are leveraging data-driven forms of online advertising to target consumers individually. The present study integrates privacy concerns with the constructs from the persuasion knowledge model to investigate consumer avoidance of online behavioural advertising (OBA). Design/methodology/approach – The study employed an online survey method for data collection using a sample size of 345. Reliability and validity of the measurement scales were ensured, and hypotheses developed were tested through PLS-SEM using SMART PLS. Findings – The results show that persuasion knowledge is a significant predictor of perceived benefits, perceived risks and privacy concerns. Also, privacy concern was found to significantly mediate persuasion knowledge-avoidance behaviour and perceived risk-avoidance behaviour. On the other hand, the perceived benefit was not found significant in influencing privacy concerns for OBA. Practical implications – The present study is one of the initial attempts to understand the level of knowledge Indian consumers hold about OBA and how they evaluate and respond to these data-driven forms of advertising. The current study helps advance knowledge of the field and the theories used. Future studies might look at the effect of various demographic and psychographic aspects on consumer avoidance of OBA. Originality/value – As the country is shifting to digital, it becomes really important to understand the privacy concerns that people perceive in regard with the current advertising practices. |
| format | Article |
| id | doaj-art-9ca035aa761249a2a38fbb5526038540 |
| institution | Kabale University |
| issn | 0973-211X 2754-6721 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Business Analyst |
| spelling | doaj-art-9ca035aa761249a2a38fbb55260385402025-02-03T14:29:21ZengEmerald PublishingBusiness Analyst0973-211X2754-67212022-11-0143111210.1108/BAJ-08-2022-0024Privacy concerns and avoidance behaviour towards data-driven online behavioural advertisingShradha Jain0H.C. Purohit1School of Management, Doon University, Dehradun, IndiaSchool of Management, Doon University, Dehradun, IndiaPurpose – With the developments of the digital era and considerable developments in ICT, advertisers are leveraging data-driven forms of online advertising to target consumers individually. The present study integrates privacy concerns with the constructs from the persuasion knowledge model to investigate consumer avoidance of online behavioural advertising (OBA). Design/methodology/approach – The study employed an online survey method for data collection using a sample size of 345. Reliability and validity of the measurement scales were ensured, and hypotheses developed were tested through PLS-SEM using SMART PLS. Findings – The results show that persuasion knowledge is a significant predictor of perceived benefits, perceived risks and privacy concerns. Also, privacy concern was found to significantly mediate persuasion knowledge-avoidance behaviour and perceived risk-avoidance behaviour. On the other hand, the perceived benefit was not found significant in influencing privacy concerns for OBA. Practical implications – The present study is one of the initial attempts to understand the level of knowledge Indian consumers hold about OBA and how they evaluate and respond to these data-driven forms of advertising. The current study helps advance knowledge of the field and the theories used. Future studies might look at the effect of various demographic and psychographic aspects on consumer avoidance of OBA. Originality/value – As the country is shifting to digital, it becomes really important to understand the privacy concerns that people perceive in regard with the current advertising practices.https://www.emerald.com/insight/content/doi/10.1108/BAJ-08-2022-0024/full/pdfOnline behavioural advertising (OBA)Persuasion knowledge model (PKM)Privacy concernAvoidance behaviour |
| spellingShingle | Shradha Jain H.C. Purohit Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising Business Analyst Online behavioural advertising (OBA) Persuasion knowledge model (PKM) Privacy concern Avoidance behaviour |
| title | Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising |
| title_full | Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising |
| title_fullStr | Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising |
| title_full_unstemmed | Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising |
| title_short | Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising |
| title_sort | privacy concerns and avoidance behaviour towards data driven online behavioural advertising |
| topic | Online behavioural advertising (OBA) Persuasion knowledge model (PKM) Privacy concern Avoidance behaviour |
| url | https://www.emerald.com/insight/content/doi/10.1108/BAJ-08-2022-0024/full/pdf |
| work_keys_str_mv | AT shradhajain privacyconcernsandavoidancebehaviourtowardsdatadrivenonlinebehaviouraladvertising AT hcpurohit privacyconcernsandavoidancebehaviourtowardsdatadrivenonlinebehaviouraladvertising |