Az online viselkedésalapú hirdetések átfogó szisztematikus szakirodalmi áttekintése
DOI:
https://doi.org/10.14267/VEZTUD.2025.05.04Kulcsszavak:
viselkedésalapú hirdetés, viselkedésalapú célzás, szisztematikus irodalmi áttekintés, TCCM-keretrendszer, SPAR-4-SLR-protokollAbsztrakt
Az adatvezérelt gondolkodásmód eredményeként létrejövő online viselkedésalapú hirdetések mára már kettős reakciót váltanak ki a fogyasztókból. Az ilyen pontos hirdetési célzási módszer egyre több adatbiztonsággal kapcsolatos kérdést is felvet a relevancia miatti előnyök mellett. Habár a viselkedésalapú hirdetés nemzetközi szinten egyre fokozódó figyelmet kap, a hazai szakirodalom kevésbé foglalkozik a jelenséggel. Ennek pótlását célozza ez a SPAR-4-SLR-protokollon alapuló, TCCM-keretrendszert alkalmazó szisztematikus szakirodalmi áttekintés. Jelen tanulmány az elmúlt 6 év 35 a témához leginkább kapcsolódó tanulmányát elemzi figyelembe véve a felhasznált elméleteket, kontextusokat, változókat és módszertanokat. A már meglévő szakirodalmak szintetizálása mellett a tanulmány kitér a lehetséges jövőbeli kutatási irányokra is.
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