Exploring determinants of consumers' attitudes toward real-time bidding (RTB) advertising

Abstract

PurposeSince its inception in 2009, the growth of real-time bidding (RTB) advertising has been dramatic. Yet, there is a dearth of research in the information system (IS) literature despite the potential for negative e-commerce outcomes. The purpose of this paper is to identify salient antecedents of users’ attitude toward RTB advertisements.Design/methodology/approachA research model was constructed and tested with data from 437 respondents. SmartPLS 3.0, a partial least square (PLS) structural equation modeling (SEM) tool, was used to evaluate the research model and test the hypotheses.FindingsThe findings indicate that user attitude is determined by opposing influences from the cognitive and affective attributes of an RTB advertisement. A surprise is found to elicit greater perception of advertisement personalization, timeliness and relevance, as well as privacy and intrusiveness concerns. While RTB advertisement relevance appears to lessen the effect of advertisement intrusiveness, privacy concern is exacerbated when the advertisement is more personalized. The authors discuss the implications of this study for click-through intentions and e-commerce.Originality/valueAt this point in the evolution of RTB advertising, the findings indicate that the surprise generated by the appearance of an RTB advertisement is not currently a “bad” surprise. In addition, the formation of positive user attitude toward RTB is complex because cognitive factors interact with users' concerns to strengthen or weaken the negative effects. The authors also demonstrate that attitude and stimulus–organism–response (S–O–R) theories are useful theoretical bases for the development of causal models to predict RTB attitude and click-through intentions.

Programmatic advertising: An exegesis of consumer concerns

“…The personalization of adverts, often celebrated by PA as its unique proposition, has been found to be concerning for some consumers (Zhang, Wakefield, Huang and Li, 2020;Li & Unger, 2017). Questions about how their data is being stored and used shows that consumers that are exposed to aggressive PA often feel vulnerable and the approach is sensed to be intrusive (Aguirre, et al, 2015;Van Doorn & Hoekstra, 2013).…”

Generation Z's perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness

“…While they may not be particularly enthusiastic about advertising offers (indicating a potential resistance to marketing efforts or ad fatigue), they still trust the advertisements' credibility. Moreover, although relevant advertising tends to reduce the perception of being intrusive, the extent of privacy concerns escalates with the increased personalization of ads (Youn & Kim., 2019;Zhang et al, 2021). This dichotomy highlights a complex relationship with advertising where trust in the message coexists with a lack of a positive attitude towards the advertising medium itself.…”

Analisis Pelanggaran Etika Bisnis Terhadap Penayangan Iklan Rokok Di Pertelevisian Indonesia

“…Selain karena kepemilikannya yang meluas, televisi juga dipilih karena menurut beberapa penelitian yang telah dilakukan sebelumnya yang menyatakan bahwa televisi dapat menciptakan daya rangsang yang lebih kuat terhadap otak manusia dibandingkan dengan media massa yang lainnya. Hal ini tentunya sangat sejalan dengan tujuan para pelaku usaha dalam membuat suatu iklan yakni untuk mempengaruhi pikiran masyarakat agar mau membeli produk yang mereka miliki (Zhang et al, 2021). Iklan dapat mempengaruhi konsumen melalui beragam metode, namun yang paling utama adalah bahwa tujuan iklan adalah meningkatkan kemungkinan bahwa konsumen yang terpapar iklan akan berperilaku atau percaya seperti yang diinginkan sang pengiklan (Ustaahmetoğlu, 2020).…”

“…Iklan merupakan sebuah elemen komunikasi pemasaran yang persuasif, nonpersonal, yang dibayar oleh pihak sponsor dan disebarkan melalui saluran komunikasi massa dalam rangka mempromosikan pemakaian barang atau jasa (Riantina Luxiarti & Syaputra, 2020;Syamsudin, 2020;Zhang et al, 2021). Iklan juga merupakan sebuah media informasi yang dibuat dengan cara tertentu untuk menarik perhatian penonton, asli, dan memiliki karakteristik tertentu dan persuasif, sehingga membuat konsumen secara sukarela terdorong untuk melakukan sesuatu sesuai dengan apa yang diinginkan oleh pengiklan (Cheah et al, 2020;Qudri et al, 2016).…”