Analyzing the privacy aspects of behavioural targeting among Instagram users using PLS path modelling
DOI:
https://doi.org/10.15170/MM.2024.58.KSZ.01.07Keywords:
online behavioural advertising, privacy, PLS path modellingAbstract
THE AIM OF THE PAPER
With the rise of behavioural advertising targeting, the perceived benefits are gradually being matched by privacy issues for users. This dichotomy in attitudes towards privacy is described in the literature as the personalisation-privacy paradox for which there is currently no single agreed model. Related to this, the aim of this paper is to model the variables associated with behavioural targeting on Instagram in order to explore the interrelationship between them.
METHODOLOGY
Confirmatory factor analysis and PLS path analysis were run to test the theoretical model using the variables identified as the most important in the literature.
MOST IMPORTANT RESULTS
After testing the hypotheses, a research model including perceived personalisation, perceived intrusiveness, privacy concerns and advertising attitudes was created, in which both indirect and total effects were identified.
RECOMMENDATIONS
The research can also help marketing practitioners understand the privacy-related processes that go on in the minds of users, which can be used to improve the negative attitudes and counterproductive effects associated with behavioural advertising targeting.
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