Abstract
This study examines online advertising engagement as a potential consequence of perceived personalization in online behavioral advertising (OBA) context. Internet users’ privacy concerns were analyzed as a moderator on perceived personalization and online advertising engagement relationship. Scenario based activity design was used and 409 usable questionnaires were incorporated in the statistical analysis. The collected data was analyzed using (SPSS) 21 and AMOS 23. Hayes method was used to perform moderation analysis. The moderation analysis showed a significant result but in the opposite direction as hypothesized i.e., high level of privacy concerns made the relationship between perceived personalization and online advertising engagement strong
Highlights
The fast progress of the internet has helped developing countries to enter the realm of the online world, allowing consumers to communicate and transact all over the world
Considering the utmost importance of privacy concerns when it comes to personalization effects, the present study empirically examines the effect of Pakistani internet users’ apprehensions on the protection of their internet privacy
The results showed that the customer segment most expected to be profitable for e-tailors’ personalization strategy presented a high level of privacy concern and a substantial online shopping experience
Summary
The fast progress of the internet has helped developing countries to enter the realm of the online world, allowing consumers to communicate and transact all over the world. The e-commerce industry in Pakistan is developing tremendously (Mustafa et al 2019; Chaudary et al 2014). Its current value exceeds $60 million and its composite growth rate is more than 100% annually. According to the experts of different industries in the ecommerce zone of Pakistan, the upward growth trend will continue to be on the rise in the future. The e-commerce industry is anticipated to break the $5
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