Browsing by Subject "Consumer Research"
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ONLINE BEHAVIORAL ADVERTISING (OBA): THE INFLUENCE OF RECIPROCITY, PERSONALIZATION, AND AD CONTENT TYPE ON CONSUMERS’ ATTITUDE AND INTENTION
(2018-08-02)Abstract This research explores the role of reciprocity, personalization, and ad content type of OBA on participants’ attitudes toward the OBA, attitudes toward the brand, intentions to click the ad, and intentions to ...