Digital advertising and Z Generation: Analysis of Generation Z's views on online behavioral advertising

One of the new advertising communication areas that has emerged with the digitalization of the advertising industry in recent years is online behavioral advertising applications. The aim of the thesis is to investigate and analyze the concerns of the generation Z towards online behavioral advertising practices and to reveal their knowledge, awareness and perception levels about advertising. Different aspects of online behavioral advertising were discussed, and in the application part of the study, primarily qualitative and thematic analysis were preferred to determine the general situation and to reveal the thoughts of Generation Z about online behavioral advertising. In this context, interviews and focus group discussions were conducted with the participants in order to reveal the opinions of the generation Z about online behavioral advertising. The opinions of the participants of generation Z were examined, it is seen that the participants outline what online behavioral advertising is and they are aware of what online behavioral advertising means. Participants of generation Z evaluate online behavioral advertising practices positively, as the advertisements are being shown according to their interest and the products they are looking for can be found easily and quickly.The majority said that online behavioral advertising influenced them successfully to buy more.However, respondents of generation Z criticize online behavioral advertising because of the frequency of advertisements, lack of attention to their privacy, encouraging them to buy products they do not need, and feeling that they are being followed. The main focal points of the concerns of the participants of generation Z regarding online behavioral advertising are personal data, security and privacy. Research findings indicate that users who care about their privacy may show a negative approach towards online behavioral advertising. Participants suggest to practitioners working in the sector to reduce the frequency of advertisements and to advertise according to the interest of generation Z participants.