Abstract
Purpose: Online Behavior and Data-Driven Advertising (OBA) have emerged as an influential tool in product and service promotion. The purpose of this research is to investigate the role of consumer awareness in decision-making, regarding data-driven advertising in the Albanian context. The research aims to address the digital literacy gap in Albania and its impact on OBA acceptance. Research design, data, and methodology: Employing a web-based survey, the study objective was to capture consumers perspectives and knowledge regarding online behavior in general and OBA in particular (N=171). Results: Research findings underscore the importance of OBA awareness and its impact in shaping acceptance or avoidance of OBA that is manifested through the click intentions of the targeted advertising. Conclusion: The study emphasizes the importance of awareness and knowledge, highlighting the link between consumer empowerment and understanding personalization strategies. The study contributes to both theoretical understanding and practical applications, setting the way for informed strategies in Albania's digital landscape.
 
 Received: 24 February 2024 / Accepted: 17 March 2024 / Published: 23 March 2024
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