Online Mobile Targeted Advertising

Online mobile targeted advertising is increasingly being used by firms to influence consumers. This mobile computing innovation has challenges of firms infringing consumers' privacy by collecting details resulting in consumers avoiding the advertisement. The innovation requires improvements to address the challenges facing it. The main aim of this research paper was to critically study OMTA and consumers' avoidance of OMTA to both recommend changes for improvements and investigate the benefits of an improved OMTA. Theoretical modeling and empirical evidence were used in this study. Results showed that OMTA increases firms' profits and ensures consumers' satisfaction. Advancement in OMTA without regard to consumers' attitude results in consumers avoiding advertisement. Consumers can misuse the capability to ignore advertisement resulting in decreased firm performance of both and consumer satisfaction. Balancing advancement in OMTA and consumers' privacy is a challenging issue. The findings indicate that there is limited research exploring OMTA. Future experimental studies are vital in confirming the outcome of this research study.