Sharif Digital Repository

This study investigates the connection between online behavioral advertising awareness and knowledge and the efficiency of advertisements. Ad acceptance is a proxy for advertising effectiveness; attitudes toward the advertisement and perceived benefits are investigated; the independent variable is content congruence. Finding out how various consumer knowledge and awareness levels affect the relationship between perceived benefits and content congruence is the main goal. The study employs a structured quantitative research approach, distributing an online survey to those who use the internet on a daily basis. There were 296 finished responses in all. Data analysis techniques included...