Abstract
The practice of mobile behavioral advertising, which involves monitoring and analyzing customer mobile browsing behavior and location in order to provide behavior-based personalized advertisements, is on the increase. This study investigated consumer perceptions of the ethical value of the brands advertised using mobile behavioral advertising, and the precursors and outcomes of these perceptions. Data was collected in Gauteng, South Africa from 500 consumers who indicated that they had previously been targeted by mobile behavioral advertising. Structural equation modeling was used to analyze the data. The results suggest that perceived privacy control, desire for privacy, privacy concerns, and attitude towards mobile behavioral advertising exert a significant influence on consumers' perception of brand ethical value. Perceived brand ethical value was found to affect advertisement avoidance and brand customer relationship quality as denoted by brand romance. Marketers can use the study's findings to manage their mobile behavioral advertising practices better.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
