ONLINE PERSONALIZED ADVERTISING: A SYSTEMATIC LITERATURE REVIEW

F. Görgün Deveci

Makale detayları

ONLINE PERSONALIZED ADVERTISING: A SYSTEMATIC LITERATURE REVIEW

Yazarlar:

F. Görgün Deveci

Yayıncı:

Anadolu University

Ana Başlıklar:

Digital Marketing | Marketing Communications | Advertisement

Dergi:

Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.26 Issue 1, pp.511-537

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001344139

pISSN:

2687-184X

Anahtar kelimeler:

Özet:

 This study aimed to conduct a systematic literature review on personalized advertising, analyze the major themes in this field, and create a form of frame for future research. For this purpose, 46 articles covering the last 10 years 2014-June 2024 from the Web of Science database were examined. The data were analyzed using the MAXQDA 2024 program. As a result of descriptive analyses, the Journal of Business Research stands out as the Journal of Publication. While the number of publications increases in 2021, publications usually have more than one author. Examining the theoretical background of publications, it has been seen that it is generally based on several theories. Among these theories, it has been determined that the Persuasion Knowledge model and Privacy Calculus theory stand out. While studies generally use a quantitative methodological approach, the most frequently used keywords were personalized advertising, personalization, social media and PLS-SEM. After the Thematic Analysis, 19 sub-themes and 4 main themes were found. These are 1 ad effectiveness, 2 consumer response, 3 persuasion effect and 4 privacy. With this study will contribute to the field by making inferences from studies on personalized advertising in the literature. At the same time, a research agenda will be presented for future studies.

 This study aimed to conduct a systematic literature review on personalized advertising, analyze the major themes in this field, and create a form of frame for future research. For this purpose, 46 articles covering the last 10 years 2014-June 2024 from the Web of Science database were examined. The data were analyzed using the MAXQDA 2024 program. As a result of descriptive analyses, the Journal of Business Research stands out as the Journal of Publication. While the number of publications increases in 2021, publications usually have more than one author. Examining the theoretical background of publications, it has been seen that it is generally based on several theories. Among these theories, it has been determined that the Persuasion Knowledge model and Privacy Calculus theory stand out. While studies generally use a quantitative methodological approach, the most frequently used keywords were personalized advertising, personalization, social media and PLS-SEM. After the Thematic Analysis, 19 sub-themes and 4 main themes were found. These are 1 ad effectiveness, 2 consumer response, 3 persuasion effect and 4 privacy. With this study will contribute to the field by making inferences from studies on personalized advertising in the literature. At the same time, a research agenda will be presented for future studies.

 This study aimed to conduct a systematic literature review on personalized advertising, analyze the major themes in this field, and create a form of frame for future research. For this purpose, 46 articles covering the last 10 years 2014-June 2024 from the Web of Science database were examined. The data were analyzed using the MAXQDA 2024 program. As a result of descriptive analyses, the Journal of Business Research stands out as the Journal of Publication. While the number of publications increases in 2021, publications usually have more than one author. Examining the theoretical background of publications, it has been seen that it is generally based on several theories. Among these theories, it has been determined that the Persuasion Knowledge model and Privacy Calculus theory stand out. While studies generally use a quantitative methodological approach, the most frequently used keywords were personalized advertising, personalization, social media and PLS-SEM. After the Thematic Analysis, 19 sub-themes and 4 main themes were found. These are 1 ad effectiveness, 2 consumer response, 3 persuasion effect and 4 privacy. With this study will contribute to the field by making inferences from studies on personalized advertising in the literature. At the same time, a research agenda will be presented for future studies.

 Bu çalışma, kişiselleştirilmiş reklamlar konusunda sistematik literatür taraması yapmayı, bu alandaki ana temaları analiz etmeyi ve gelecekteki araştırmalar için bir çerçeve oluşturmayı amaçlamıştır. Bu amaçla Web of Science veri tabanından son 10 yılı 2014-Haziran 2024 kapsayan 46 makale incelenmiştir. Veriler MAXQDA 2024 programı kullanılarak analiz edilmiştir. Tanımlayıcı Analizler sonucunda, Yayın Dergisi olarak Journal of Business Research ön plana çıkmaktadır. 2021 yılında yayın sayısı artış gösterirken, yayınlar genellikle birden fazla yazara sahiptir. Yayınların teorik altyapısı incelendiğinde, genellikle çeşitli teorilere dayandığı görülmüştür. Bu teoriler arasında İkna Bilgi Modeli Persuasion Knowledge Model ve Gizlilik Hesabı Teorisinin Privacy Calculus Theory öne çıktığı belirlenmiştir. Araştırmalarda genellikle nicel metodolojik yaklaşımlar kullanılırken en sık kullanılan anahtar kelimeler kişiselleştirilmiş reklam personalized advertising, kişiselleştirme personalization, sosyal medya social media ve PLS-SEM olmuştur. Tematik Analiz sonucunda 19 alt tema ve 4 ana tema bulunmuştur. Bunlar 1 reklam etkinliği, 2 tüketici tepkisi, 3 ikna etkisi ve 4 gizliliktir. Bu çalışma ile literatürde yer alan kişiselleştirilmiş reklamlar üzerine gerçekleştirilen çalışmalardan çıkarımlar yapılarak alana katkıda bulunulabilecektir. Aynı zamanda, gelecekteki çalışmalar için bir araştırma gündemi sunulacaktır.

Makale detayları

ONLINE PERSONALIZED ADVERTISING: A SYSTEMATIC LITERATURE REVIEW

Yazarlar:

F. Görgün Deveci

Yayıncı:

Anadolu University

Ana Başlıklar:

Digital Marketing | Marketing Communications | Advertisement

Dergi:

Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.26 Issue 1, pp.511-537

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001344139

pISSN:

2687-184X

Personalized Advertising

Online Personalized Advertising

Systematic Literature Review

Thematic AnalysisKişiselleştirilmiş Reklamlar

Çevrimiçi Kişiselleştirilmiş Reklamlar

Sistematik Literatür Taraması

Tematik Analiz

Sayı

Makale detayları

Yazarlar: F. Görgün Deveci

Yayıncı: Anadolu University

Ana Başlıklar: Digital Marketing | Marketing Communications | Advertisement

Dergi: Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.26 Issue 1, pp.511-537

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001344139

pISSN: 2687-184X

Sayı

Yazarlar:

F. Görgün Deveci

Yayıncı:

Anadolu University

Ana Başlıklar:

Digital Marketing | Marketing Communications | Advertisement

Dergi:

Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.26 Issue 1, pp.511-537

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001344139

pISSN:

2687-184X