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Home > An Integrated Model of Perceived Personalization and its Outcomes: Mediating Role of Online Advertising Engagement and Moderating Roleof User Privacy and Modes

An Integrated Model of Perceived Personalization and its Outcomes: Mediating Role of Online Advertising Engagement and Moderating Roleof User Privacy and Modes

Thesis Info

Access Option

External Link

Author

Noor, Uzma

Program

PhD

Institute

Riphah International University

City

Islamabad

Province

Islamabad

Country

Pakistan

Thesis Completing Year

2019

Thesis Completion Status

Completed

Subject

Management Sciences

Language

English

Link

http://prr.hec.gov.pk/jspui/bitstream/123456789/12419/1/Uzma%20Noor%20Management%20sci%202019%20Riphah%20isb%20prr.pdf

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676724492789

Similar


The aim of the study was to develop a comprehensive model of the outcomes of perceived personalization. The study tested online advertising engagement developed due to perceived personalization. Intention to click, purchase intention and electronic word of mouth intention were proposed as outcomes of online advertising engagement. The moderating role of online users‘ mode and privacy concern was investigated on the relationship of perceived personalization and online advertising engagement. Survey research design was employed to test the study model. Actual online behavioural advertisement was manipulated. Data from 409 useable responses was included in the analysis. SPSS 21 and AMOS 23 were used for the analysis. Hayes method (Macro process) was used to perform the mediation and the moderation analysis. Results revealed that online advertising engagement partially mediate the relationship between perceived personalization and outcome variables. The results of the moderation showed that playful mode online users strengthen the relationship between perceived personalization and online advertising engagement, whereas, serious mode online users weakened this relationship. The moderation result of privacy concern revealed that online users with high privacy concerns strengthen the relationship between perceived personalization and online advertising engagement. The result is opposite to what was hypothesized in the study. The result of study has practical implications for the advertisers. For the best managerial practices, this study has analysed perceived personalization developed due to online behavioural advertising in the context of Pakistan. Furthermore, the proposed model of the study is supported by Stimulus Organism Response Model as an explanatory mechanism. The contribution and novelty of the current study is to empirically test the entire set of direct and indirect relationships under the framework of stimulus organism response model. Theory of presence is also used as an underlying mechanism to theorize online advertising engagement as a mediator. Theory of presence is used on rare basis in the marketing literature, hence this study adds to the generalization of the theory in the context of online behavioural advertising.
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43. Az-Zukhruf/Decoration of Gold

I/We begin by the Blessed Name of Allah

The Immensely Merciful to all, The Infinitely Compassionate to everyone.

43:01
a. Ha. Mim.

43:02
a. By the Book of Divine Qur’an - clear in itself and clearly guiding to the truth.

43:03
a. Indeed, WE have made it a Qur’an in Arabic,
b. so that you may understand its meaning, comprehend its demands and live your lives accordingly.

43:04
a. And, indeed, this - The Divine Qur’an - is in the Mother of the Book with US -
b. it is truly exalted and full of wisdom.

43:05
a. O The Disbelievers!
b. Should WE withdraw the Reminder – The Divine Qur’an - from you just because you are a people gone beyond limits in its denial?
c. No. WE shall not!

43:06
a. And how many Prophets have WE assigned to the earlier people before you, O The Prophet!

43:07
a. Yet not one Prophet came to them whom they would not ridicule,
b. the same way people ridicule you and your message.

43:08
a. So WE destroyed those who were more powerful in prowess, strength, and might than them,
b. and thus they have become history.

43:09
a. And if indeed you were to ask them:
b. ‘Who created the celestial realm and the terrestrial world?’

c. They would surely answer:
d. ‘The Almighty, The All-Knowing created them.’

43:10
a. It is HE WHO made the earth a habitat for you, and
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المفتي: شروطه وآدابه

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