Examining Customer Behavior In Regarding OBA

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Zolfagharinasab, Mehdi | 2020

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Type of Document: M.Sc. Thesis
Language: Farsi
Document No: 53443 (44)
University: Sharif University of Technology
Department: Management and Economics
Advisor(s): Aslani, Shirin
Abstract:
In recent years, Internet advertising has become increasingly customized to individual users. As advertising carry on refining its capacities, it is more likely to be seen as insightful and useful by everyone. Consumers, particularly Gen Y and older members of Gen Z, are becoming more accepting of relevant advertising as digital acquaintance. Consumers now welcome active advertising that responds and reflects social activity, location, and brand and product preferences in real-time. This ability to be agile within the consumer’s connected experience is an emerging revenue driver and will continue to grow as ad platforms and ad presentations become smarter. But more personalization results in different impact. In this paper customers are clustered in 6 main clusters based on factors influencing OBA. 3 of these clusters are more approachable by OBA
Keywords:
Clustering ; Online Advertising ; Virtual Advertisements ; Advertisement ; Consumer Behavior ; Online Behavioural Advertising (OBA)

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