Loading...

The Influence of Persuasion Knowledge in Coping with Online Behavioral Advertising and Ad Acceptance

Moghadari, Mahta | 2024

105 Viewed
  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 58177 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manouchehr; Mirbagheri, Alireza
  7. Abstract:
  8. 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 Structural Equation Modeling (SEM) and Multi-Group Analysis (MGA). The results show that content congruence has little effect on perceived benefits for customers who have a high level of knowledge and awareness. Conversely, content congruence and perceived benefits are positively correlated for customers with limited knowledge and awareness. Furthermore, attitudes towards the ad were verified as a mediating factor between ad acceptance and perceived benefits
  9. Keywords:
  10. Consumer Knowledge Management ; Content Congruency ; Advertising Acceptance ; Online Behavioral Advertising (OBA) ; Perceived Benefits ; Attituded Toward Advertisings

 Digital Object List

 Bookmark

No TOC