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EMAC 2023 Regional Conference

Online behavioral advertising: a systematic literature review of 6 years and future research agenda

Published: November 22, 2023


Beáta Sikó, University of Szeged


As advancements in technology have enabled unprecedented accuracy in targeted advertising, rapidly changing consumer attitudes have become increasingly important. Despite ongoing research in this field, there remains a lack of common understanding and comprehensive knowledge of behavioral advertising. This study sought to address this gap by conducting a systematic literature review using the SPAR-4-SLR protocol and the TCCM organizing framework. 26 high-quality research articles from the past 6 years were evaluated based on their theories, contexts, constructs, and methodologies to answer questions about what and how we know about behavioral advertising and where should research on it be heading. Besides providing an overview of the current literature on the topic, this review identified gaps and future research directions.