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Variables That Affect Avoidance of Online Behavioral Advertising

Variables That Affect Avoidance of Online Behavioral Advertising

Fatma Yasa
Copyright: © 2021 |Pages: 21
ISBN13: 9781799832010|ISBN10: 1799832015|ISBN13 Softcover: 9781799832027|EISBN13: 9781799832034
DOI: 10.4018/978-1-7998-3201-0.ch010
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MLA

Yasa, Fatma. "Variables That Affect Avoidance of Online Behavioral Advertising." Handbook of Research on New Media Applications in Public Relations and Advertising, edited by Elif Esiyok, IGI Global, 2021, pp. 159-179. https://doi.org/10.4018/978-1-7998-3201-0.ch010

APA

Yasa, F. (2021). Variables That Affect Avoidance of Online Behavioral Advertising. In E. Esiyok (Ed.), Handbook of Research on New Media Applications in Public Relations and Advertising (pp. 159-179). IGI Global. https://doi.org/10.4018/978-1-7998-3201-0.ch010

Chicago

Yasa, Fatma. "Variables That Affect Avoidance of Online Behavioral Advertising." In Handbook of Research on New Media Applications in Public Relations and Advertising, edited by Elif Esiyok, 159-179. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-3201-0.ch010

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Abstract

Technological developments considerably affect the lives of individuals in many ways. Advertisement sector and those targeted by advertising companies are largely prone to this effect. Online behavioral advertisement (OBA), as one of these practices, is based on the principle of tracking internet users' web footprints and delivering them advertisements that match their areas of interest, needs, preferences, etc. Despite technological advancements, internet users tend to avoid advertisements while surfing on the internet. This study aims to explore variables that affect OBA avoidance.

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