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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Bibliographic Details
Main Authors: Shradha Jain, H.C. Purohit
Format: Article
Language:English
Published: Emerald Publishing 2022-11-01
Series:Business Analyst
Subjects:
Online Access:https://www.emerald.com/insight/content/doi/10.1108/BAJ-08-2022-0024/full/pdf
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