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Understanding Consumers' Reactance of Personalized Online Advertising Services: from a Perspective of Negative Effects.
Qi Chen
Yuqiang Feng
Luning Liu
Jingrui Ju
Published in:
HICSS (2017)
Keyphrases
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negative effects
online advertising
user behavior
search advertising
context aware
positive effects
display advertising
advertising campaigns
behavioral targeting
service quality
end users
user experience
content analysis