User Acceptance of Personalized and Context-Specific Online Advertising

摘要

Over the years, society’s character has shifted from a pure attention to a contributing model. Due to the internet’s evolution over the past decades, the users’ role has changed from a passive spectator to an active part of the information process. This can be observed by an increasing demand on interaction possibilities by users. Advertisements which offer user participation for example achieve higher attention rates than static banners. Within this study, user acceptance of personalized and context-specific online advertising has been investigated. For this purpose, users’ reactions on personalized advertisements on the Social Network Service (SNS) Facebook in relation to context-specific placed advertisements via the online advertising system Google AdWords have been evaluated. Using an online questionnaire, an anonymous survey was conducted, which was aimed at the broad mass of internet users. Key issues were the general perception of online advertisings and the interaction with these. This paper provides insights for advertisers on different generational cohorts’ and genders’ attitudes towards personalized and context-specific advertising.