Online personalized advertising: a systematic literature review

Abstract

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.