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Keywords: Personalized advertising
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Journal Articles
International Journal of Retail & Distribution Management (2021) 49 (7): 1089–1110.
Published: 14 May 2021
...' perspective. Specifically, acceptance of the OBA is positively related to relevance, usefulness and credibility of the personalized advertisements, while the intention to avoid personalized ads is strictly related to the privacy concerns. Consequently, OBA acceptance and avoidance affected the click intention...
