SLIIT Business School Students Research Conference [SBSSRC]

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The Conference is open for all the business research students in Sri Lanka. The goal of the conference is to promote student research, while gaining and increasing the enthusiasm among students for academic research. This conference gives the opportunity to showcase their scholarly work and to discuss the research interest with students with other Higher education institutions in Sri Lanka.

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Author: search.filters.author.Jayasuriya, N.Subject: search.filters.subject.Online Behavioural Advertising

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    PublicationOpen Access
    A Systematic Literature Review of Factors Affecting Online Behavioural Advertising
    (ICSDB 2024 and SLIIT Business School, 2024-12-10) Madawala, A.I.B.W; Subharathi, A.; Shehara, N.; Karunarathne, D.; Jayasuriya, N.; Yapa, C.
    This study aimed to summarize and identify factors affecting online behavioural advertising identified until 2024, and to create an integrated conceptual framework that explains relationships between these factors affecting OBA. Even though a significant number of recent studies have been published on online behavioural advertising during recent years, systematic reviews about online behavioural advertising is limited, which is the focus of this study. The study utilized the systematic review method to organize publications gathered from Scopus database, Emerald Insight and Google Scholar. Thematic analysis was used to identify and according to themes. Review of 46 publications revealed that, advertiser-controlled factors are the initial predictors of user-controlled factors, leading to OBA outcomes. By reviewing 46 publications it was revealed that, advertiser-controlled factors such as: ad-skip option, time display, content quality and source attractiveness affect user-controlled factors. User controlled factors that are highly prevalent in the existing literature are: privacy concerns, ad-scepticism, ad-relevance and user attitude. The impact from advertiser-controlled factors to user-controlled factors are moderated by social and cultural factors and personality traits. The final outcomes of OBA depend on each platform, context and group of users. As identified in the literature OBA outcomes are, OBA acceptance, OBA avoidance, ad-blocker use, purchase intentions and brand engagement. Influence from user-controlled factors to OBA outcomes is moderated by gender, trust and psychological ownership. This systematic review is unique because recent knowledge on personalised advertising is reviewed here through empirical findings, while providing an idea of the broader picture for advertising practitioners.