Please use this identifier to cite or link to this item: https://rda.sliit.lk/handle/123456789/616
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dc.contributor.authorniya, U.P.R.P.-
dc.contributor.authorYalegama, M.M.H.H.-
dc.contributor.authorMannapperuma, M.Y.S.S.-
dc.contributor.authorWickramasinghe, A.K.K.D.-
dc.contributor.authorJayasuriya, K.K.N.A.-
dc.date.accessioned2022-01-12T07:03:10Z-
dc.date.available2022-01-12T07:03:10Z-
dc.date.issued2019-12-10-
dc.identifier.issn2714-1616-
dc.identifier.urihttp://localhost:80/handle/123456789/616-
dc.description.abstractAs the rapid growth of technology, there’re new advertising trends which can deliver the communication messages to the people more accurately. Therefore, every business connecting with the advertising to aware people and to promote their business. Online Behavioral Advertising (OBA) is a trend which developed with the innovation of technology. It’s an advertising technique which decides what to show to the audience after tracking their surfing behavior and purchase history. Though these advertisements are beneficial for the business firm to target their audience accurately, the online users tend to avoid these advertisements due to some reasons. However, there are no adequate studies done on finding the factors behind this ad avoidance behavior. Thus this study shed light on this under-researched area focusing on the development of a conceptual framework based on the identified major reasons behind this ad avoidance.en_US
dc.language.isoenen_US
dc.publisherSLIIT Business Schoolen_US
dc.relation.ispartofseriesBiz Student Research Conference Prodeedings;1-11 pp.-
dc.subjectonline behavioral advertisingen_US
dc.subjectprivacy concernen_US
dc.subjectgoal impedimenten_US
dc.subjectad skepticism negative experienceen_US
dc.subjectperceived personalizationen_US
dc.titlee Behavioral Advertising Avoidance in Online Retailing in Sri Lanka: Through the Mediating Role of Ad Skepticismen_US
dc.typeArticleen_US
Appears in Collections:Biz Student Research Conference 2019 (BSRO)
Research Papers - Dept of Business

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