Online Behavioral Advertising Avoidance in Online Retailing in Sri Lanka

U.P.R.P Udadeniya; M.M.H.H Yalegama; A.K.K.D Wickramasinghe; M. Y. S. S. Mannapperuma; Mrs. K.K.N.A Jayasuriya

Online Behavioral Advertising Avoidance in Online Retailing in Sri Lanka

U.P.R.P Udadeniya * §

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M.M.H.H Yalegama §

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A.K.K.D Wickramasinghe §

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M. Y. S. S. Mannapperuma §

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Mrs. K.K.N.A Jayasuriya §

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§ Sri Lanka Institute of Information Technology

Online Behavioral Advertising Avoidance in Online Retailing in Sri Lanka

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Abstract

As 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.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

U.P.R.P Udadeniya, M.M.H.H Yalegama, A.K.K.D Wickramasinghe, M. Y. S. S. Mannapperuma, Mrs. K.K.N.A Jayasuriya. 2019. "Online Behavioral Advertising Avoidance in Online Retailing in Sri Lanka". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E4).

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GJMBR Volume 19 Issue E4

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: L81

Submission ReceivedDecember 8, 2018
Peer Review Double Blind
Handling Editor
Accepted January 3, 2019
Published January 15, 2019

Version of record

v1.2

Issue date

July 17, 2019

Language

English

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Article Matrices

Total Score: 105

Country: Sri Lanka

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: U.P.R.P Udadeniya, M.M.H.H Yalegama, A.K.K.D Wickramasinghe, M.Y.S.S Mannapperuma, K.K.N.A Jayasuriya (PhD/Dr. count: 0)

View Count (all-time): 418

Total Views (Real + Logic): 958

Total Downloads (simulated): 62

Publish Date: 2019 01, Tue

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Total Views: 958

Total Downloads: 62

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