Reactance to Personalization: Understanding the Drivers Behind the Growth of Ad Blocking
Author:
Affiliation:
1. The University of Alabama, Tuscaloosa, Alabama, USA;
2. The University of Texas at Austin, Austin, Texas, USA;
3. Saint Xavier University, Chicago, Illinois, USA
Funder
Center for Identity
The University of Texas at Austin
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/15252019.2018.1491350
Reference41 articles.
1. Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness
2. Stay Away From Me
3. The Importance of Trust for Personalized Online Advertising
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