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ABSTRACT. Applying new conceptual and methodological approaches, this study advances to the next level research on the interplay of targeted advertising and Internet usage, the augmented strength of behaviorally targeted advertisements, and the results of targeted advertising online. The theory that I shall seek to elaborate here puts considerable emphasis on the functioning of online display advertising, online advertising effectiveness, and the causal effect of advertising on consumer conduct. The findings of this study have implications for behavioral targeting of online advertisements, the impacts of advertising on business operation, and the economics of supply and demand in online advertising. pp. 62–67
JEL Codes: M37; D03; D23

Keywords: targeted advertising; online; Internet use; consumer behavior

How to cite: Popescu, Gheorghe H. (2014), "The Economics of Online Targeted Advertising," Psychosociological Issues in Human Resource Management 2(2): 62–67.

GHEORGHE H. POPESCU
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Dimitrie Cantemir Christian University, Romania

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