The Moderating Role of Brand Reputation in Relationship of Individuals Privacy and Attitude towards Mobile Behavioral Advertisement: Case of Young Adult Consumers of Twin Cities

Abstract

The process of mobile behavioral advertising, which involves personalized based advertisements made through tracking consumers browsing behavior is on the verge. This study examined consumers privacy issues in the context of mobile behavioral advertisements and the moderating role of brand reputation. Research was conducted in Pakistan and the data was collected in twin cities (Rawalpindi & Islamabad) from 100 respondents who represent the targeted age group suitable for this study. The regression and the process analysis were used to analyze the data. The results showed that there is a significant positive relationship between the dimensions of Privacy and attitude towards mobile behavioral advertisements and exert the significant moderating impact of brand reputation between the relationship of dependent and independent variable. The research concludes that brands with higher reputation are more likely to attract purchase intention of consumers. Marketing experts can utilize the research findings to maintain long-term relationship with customers and devise an affective marketing strategy.