The impact on the consumer purchase bevavior of behavioral targeting in the internet advertising

When we examine the studies of behavioral targeting or online behavioral advertising for this thesis study, it is observed that the main theme is based on personal privacy and awareness. After reviewing the general framework, it was decided that a detailed study of the effect of online behavioral advertising on purchasing behavior should be decided, and this study aimed to determine the effect of the behavioral targeting on purchasing. Because online behavioral advertising is parallel to the activities of people on the internet, it has been decided that the appropriate method is to conduct survey work so that observation or interview techniques are not appropriate. In addition to, the influence of the behavioral target on the buying intent and behavior, participants made awareness of this type of advertising as well as their attitudes towards internet advertising. According to the results of the research, participants' purchase intention and behavior were found to have an effect on the level where the ÇDR is semantically different. Participants' awareness of the ÇDR was also found to be positive