The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Ad Targeting Based on Within-Website Tracking
The scale uses seven, seven-point Likert-type items to measure a person’s willingness to have advertisements targeted at him/her by a social media platform such as Facebook that are based on information gathered from the person’s behavior at the website.
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