The effects of targeted political advertising on user privacy concerns and digital product acceptance: A preference-based approach

Publikation: Beiträge in ZeitschriftenZeitschriftenaufsätzeForschungbegutachtet

Authors

Online businesses are increasingly relying on targeted advertisements as a revenue stream, which might lead to privacy concerns and hinder product adoption. Therefore, it is crucial for online companies to understand which types of targeted advertisements consumers will accept. In recent years, users have been increasingly targeted by political advertisements, which has caused adverse reactions in media and society. Nonetheless, few studies experimentally investigate user privacy concerns and their role in acceptance decisions in response to targeted political advertisements. To fill this gap, we explore the magnitude of privacy concerns towards targeted political ads compared to “traditional” targeting in the product context. Surprisingly, we find no notable differences in privacy concerns between these data use purposes. In the next step, user preferences over ad types are elicited with the help of a discrete choice experiment in the mobile app adoption context. Our findings suggest that while targeted political advertising is somewhat less desirable than targeted product advertising, the odds of choosing an app are statistically insignificant between two data use purposes. Together, these results contribute to a better understanding of users’ privacy concerns and preferences in the context of targeted political advertising online.

OriginalspracheEnglisch
Aufsatznummer46
ZeitschriftElectronic Markets
Jahrgang33
Ausgabenummer1
Anzahl der Seiten17
ISSN1019-6781
DOIs
PublikationsstatusErschienen - 12.2023
Extern publiziertJa

Bibliographische Notiz

Publisher Copyright:
© 2023, Institute of Applied Informatics at University of Leipzig.

DOI

Zuletzt angesehen

Forschende

  1. Leonie Eising

Publikationen

  1. Seeing polycentrically
  2. Triggering root system plasticity in a changing environment with bacterial bioinoculants – Focus on plant P nutrition
  3. TRADITION OF EDUCATION AND INTROSPECTION OF THE MODERN ERA
  4. Autochthone Mehrsprachigkeiten
  5. A contingency approach to small-scale business success
  6. Coplanar micro-strips/electrospun sensor system to measure the electronics properties of the polyethylene oxide (PEO) electrospun
  7. Who stays proactive after entrepreneurship training? Need for cognition, personal initiative maintenance, and well-being
  8. Lernprozesse bei Lean Production
  9. Discovering Workscapes
  10. Why husbands matter
  11. Segment profitability in the leisure industry
  12. Machen Urlaubsreisen glücklich?
  13. Quo vadis Berufsvorbereitung ?
  14. Degradable biomaterials based on magnesium corrosion
  15. Bildung und Erziehung heute
  16. The health consequences of child mental health problems and parenting styles
  17. Hybride
  18. Ein Markenzeichen für die Universität
  19. Entwicklung und Qualitätssicherung von Anwendungssoftware
  20. A meta‐analysis on the effects of just‐below versus round prices
  21. Revisiting Sentence Adverbials and Relevance
  22. Mythos als Aufklärung
  23. Transcultural Science from the Perspective of international Organisations
  24. The common ground is epistemic violence
  25. Quantifying simultaneous innovations in evolutionary medicine
  26. Children's literature and translation studies
  27. Reaching for the (Product) Stars
  28. Information and the evolution of human communication
  29. Concepts of Citizenship in the Educational Materials of the EU and the Council of Europe
  30. Vom Macht-Wissen-Dispositiv zum Wahrheitsregime
  31. CO2 taxation and competitiveness of the German economy - an analysis with the macroeconomic information system (MIS)
  32. Calculating the True Profitability of Pollution Prevention
  33. Wie kann die Attraktivität der Leichtathletik erhöht werden?
  34. Healthy at work
  35. Griechische Kunst
  36. Hast du heute schon gelebt?