手机广告伦理外文文献 Ethics of mobile behavioral advertising_ Antecedents and outcomes of perceived ethical value of advertised brands.pdfVIP

Journal of Business Research 95 (2019) 464–478 Contents lists available at ScienceDirect Journal of Business Research journal homepage: /locate/jbusres Ethics of mobile behavioral advertising: Antecedents and outcomes of T perceived ethical value of advertised brands Mercy Mpinganjiraa,⁎, Daniel K. Madukub a School of Consumer Intelligence Information Systems, University of Johannesburg, PO Box 524, Auckland Park 2006, South Africa b School of Consumer Intelligence Information Systems, Department of Marketing Management, University of Johannesburg, PO Box 524, Auckland Park 2006, South Africa A R T I C L E I N F O A B S T R A C T Keywords: The practice of mobile behavioral advertising, which involves monitoring and analyzing customer mobile Ad avoidance browsing behavior and location in order to provide behavior-based personalized advertisements, is on the in- Brand ethical value crease. This study investigated consumer perceptions of the ethical value of the brands advertised using mobile Brand romance behavioral advertising, and the precursors and outcomes of these perceptions. Data was collected in Gauteng, Mobile behavioral advertising South Africa from 500 consumers who indicated that they had previously been targeted by mobile behavioral Privacy concerns