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Keywords: Online behavioral advertising
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (5): 611–625.
Published: 22 April 2026
...Zhongpeng Cao; Liben Zhao; Liyuan Wang Purpose This study aims to examine how the sequence of cross-device online behavioral advertising ( OBA ) affects ad avoidance, drawing on communication privacy management ( CPM ) theory. It explores perceived privacy invasiveness as a mediator and cross...
