A comprehensive systematic literature review of online behavioural advertising
DOI:
https://doi.org/10.14267/VEZTUD.2025.05.04Keywords:
behavioural advertising, behavioural targeting, systematic literature review, TCCM framework, SPAR-4-SLR protocolAbstract
Online behavioural advertising, as a result of data-driven thinking, is now triggering a double reaction in consumers. In addition to the benefits, such precise ad targeting also raises a growing number of data security issues. Although behavioural advertising is receiving increasing attention internationally, the phenomenon is less addressed in the Central-Eastern European literature. This systematic literature review using the TCCM (Theory, Context, Characteristics, Methodology) framework based on the SPAR-4-SLR (Scientific Procedures and Rationales for Systematic Literature Reviews) protocol aims to address this gap. This paper analyses 35 top-quality studies from the last 6 years, taking into account the theories, contexts, variables and methodologies used. In addition to synthesising the existing literature, the study also looks at possible future research directions.
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