@incollection{,
	
					
					
					F0F31E7A932C148E1471F617480423F2
				,
	author={{U.P.R.PUdadeniya} and {M.M.H.HYalegama} and {A.K.K.DWickramasinghe} and {M. Y. S. S.Mannapperuma} and {Mrs. K.K.N.AJayasuriya} and {Sri Lanka Institute of Information Technology}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1941115
}

@book{b0,
	
	
		,
	title={{Hyper-Personalization: 4 Examples of Retailers Doing it Right}}
		,
	author={{
			TAkinwumi
		}}
		
			,
	year={2018}
		
	

}

@book{b1,
	
	
		,
	title={{}}
		,
	author={{
			Shopify
		} and {
			Available
		}}
		
		
		
	
	,
	note={Accessed 20 2019}

}

@incollection{b2,
	
	
		,
	title={{Overcoming skepticism toward cause-related marketing claims: the role of consumers' attributions and a temporary state of skepticism}}
		,
	author={{
			MBae
		}}
	
	
		,
	journal={{Journal of Consumer Marketing}}
		
			35
			2
			
			,
	year={2018}
		
	

}

@incollection{b3,
	
	
		,
	title={{Stay away from me: examining the determinants of consumer avoidance of personalized advertising}}
		,
	author={{
			THBaek
		} and {
			MMorimoto
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			41
			1
			
			,
	year={2012}
		
	

}

@incollection{b4,
	
	
		,
	title={{Tracking users' visual attention and responses to personalized advertising based on task cognitive demand}}
		,
	author={{
			HBang
		} and {
			BWWojdynski
		}}
		
	
	
		,
	journal={{Computers in Human Behavior}}
		
			55
			1
			
			,
	year={2016}
		
	

}

@book{b5,
	
	
		,
	title={{Online behavioral advertising: A literature review and research agenda}}
		,
	author={{
			SCBoerman
		} and {
			SKruikemeier
		} and {
			FJ J J O AZuiderveen Borgesius
		}}
		
		
		
			,
	year={2017}
			46
			
		
	

}

@book{b6,
	
	
		,
	title={{The Importance of Personalized Ecommerce & 4 Examples of How It's Done}}
		,
	author={{
			SDCambra
		}}
		
		
			,
	year={2018}
		
	
	,
	note={Accessed 20 2019}

}

@incollection{b7,
	
	
		,
	title={{Why do people avoid advertising on the internet}}
		,
	author={{
			C.-HCho
		} and {
			HJohn Cheon
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			33
			4
			
			,
	year={2004}
		
	

}

@book{b8,
	
	
		,
	title={{Advertising avoidance: a consumer socialization perspective}}
		,
	author={{
			DeGregorio
		} and {
			FJung
		} and {
			J.-HSung
		} and {
			YJ O J O CTechnologies
		} and {
			M
		}}
		
		
		
		
		
			,
	year={2017}
			7
		
	

}

@incollection{b9,
	
	
		,
	title={{iSpy? tailored versus invasive ads and consumers' perceptions of personalized advertising}}
		,
	author={{
			JTGironda
		} and {
			PKKorgaonkar
		}}
		
	
	
		,
	journal={{Electronic Commerce Research and Applications}}
		
			29
			1
			
			,
	year={2018}
		
	

}

@incollection{b10,
	
	
		,
	title={{Understanding the attitude of generation z consumers towards advertising avoidance on the internet}}
		,
	author={{
			MHossain
		}}
	
	
		,
	journal={{European Journal of Business and Management}}
		
			10
			36
			
			,
	year={2018}
		
	

}

@incollection{b11,
	
	
		,
	title={{The moderating effect of customer perceived value on online shopping behaviour}}
		,
	author={{
			HsinChang
		} and {
			HWang
		} and {
			HW
		}}
		
		
	
	
		,
	journal={{Online Information Review}}
		
			35
			3
			
			,
	year={2011}
		
	

}

@incollection{b12,
	
	
		,
	title={{Consumers' perceived security risks in online shopping : a survey study in Sri Lanka}}
		,
	author={{
			AIlmudeen
		}}
	
	
		,
	journal={{Jaffna:Faculty of Management Studies & Commerce}}
		
			,
	year={2018}
		
		
			University of Jaffna
		
	

}

@book{b13,
	
	
		,
	title={{Avoidance of advertising in social networking sites: The teenage perspective}}
		,
	author={{
			LKelly
		} and {
			GKerr
		} and {
			JJ JDrennan
		}}
		
		
		
			,
	year={2010}
			10
			
		
	

}

@incollection{b14,
	
	
		,
	title={{Ad skepticisms: antecedents and consequences}}
		,
	author={{
			RKhuhro
		} and {
			AKhan
		} and {
			AHumayon
		} and {
			ASalam Khuhro
		}}
		
		
		
	
	
		,
	journal={{Management Science Letters}}
		
			7
			1
			
			,
	year={2017}
		
	

}

@incollection{b15,
	
	
		,
	title={{Online behavioural advertising: a comparative study of regulation between the EU and Hong Kong}}
		,
	author={{
			ALegge
		}}
	
	
		,
	journal={{Computer Law & Security Review}}
		
			31
			3
			
			,
	year={2015}
		
	

}

@incollection{b16,
	
	
		,
	title={{When does web-based personalization really work? The distinction between actual personalization and perceived personalization}}
		,
	author={{
			CLi
		}}
	
	
		,
	journal={{Computers in Human Behavior}}
		
			54
			1
			
			,
	year={2016}
		
	

}

@incollection{b17,
	
	
		,
	title={{The research of influence factors of online behavioral advertising avoidance}}
		,
	author={{
			WLi
		} and {
			ZHuang
		}}
		
	
	
		,
	journal={{American Journal of Industrial and Business Management}}
		
			06
			1
			
			,
	year={2016}
		
	

}

@incollection{b18,
	
	
		,
	title={{Cookie consumer: tracking online behavioural advertising in Australia}}
		,
	author={{
			KMathews-Hunt
		}}
	
	
		,
	journal={{Computer Law & Security Review}}
		
			32
			1
			
			,
	year={2016}
		
	

}

@book{b19,
	
	
		,
	author={{
			AMMcdonald
		} and {
			LFCranor
		}}
		
		63-72 Available
		,
	title={{Proceedings of the 9th annual ACM workshop on Privacy in the electronic society}}
				the 9th annual ACM workshop on Privacy in the electronic society
		
			,
	year={2010}
		
	

}

@incollection{b20,
	
	
		,
	title={{Psychological factors affecting perceptions of unsolicited commercial e-mail}}
		,
	author={{
			MMorimoto
		} and {
			SChang
		}}
		
	
	
		,
	journal={{Journal of Current Issues and Research in Advertising}}
		
			31
			1
			
			,
	year={2009}
		
	

}

@incollection{b21,
	
	
		,
	title={{Factors affecting advertisement avoidance through mediating role of customer perceived value}}
		,
	author={{
			HMunir
		} and {
			RRana
		} and {
			UTariq Bhatti
		}}
		
		
	
	
		,
	journal={{International Journal of Research}}
		
			4
			9
			
			,
	year={2017}
		
	

}

@incollection{b22,
	
	
		,
	title={{Privacy preserving secure online advertising}}
		,
	author={{
			MOger
		} and {
			IOlmez
		} and {
			EInci
		} and {
			SKücükbay
		} and {
			FEmekci
		}}
		
		
		
		
	
	
		,
	journal={{Procedia -Social and Behavioral Sciences}}
		
			195
			1
			
			,
	year={2015}
		
	

}

@book{b23,
	
	
		,
	author={{
			HPauzer
		}}
		,
	title={{Digital Marketing News & Best Practices -Adlucent Search Pros}}
				
			,
	year={2016}
		
	

}

@book{b24,
	
	
		,
	title={{Advertising skepticism, need for cognition and consumers' attitudes. Marketing Intelligence & Planning}}
		,
	author={{
			MMRaziq
		} and {
			QMAhmed
		} and {
			MAhmad
		} and {
			SYusaf
		} and {
			ASajjad
		} and {
			SWaheed
		}}
		
		
		
		
		
		
			,
	year={2007}
			36
			
		
	

}

@incollection{b25,
	
	
		,
	title={{Risk, drivers, and impediments to online shopping in Spain and Japan}}
		,
	author={{
			SSan Martín
		} and {
			CCamarero
		} and {
			CHernández
		} and {
			LValls
		}}
		
		
		
	
	
		,
	journal={{Journal of Euromarketing}}
		
			18
			1
			
			,
	year={2009}
		
	

}

@incollection{b26,
	
	
		,
	title={{The Importance of online behavioral advertising for online retailers}}
		,
	author={{
			GSanje
		} and {
			ISenol
		}}
		
	
	
		,
	journal={{International Journal of Business and Social Science}}
		
			3
			18
			
			,
	year={2012}
		
	

}

@incollection{b27,
	
	
		,
	title={{AKEGIS: automatic keyword generation for sponsored search advertising in online retailing}}
		,
	author={{
			MScholz
		} and {
			CBrenner
		} and {
			OHinz
		}}
		
		
	
	
		,
	journal={{Decision Support Systems}}
		
			,
	year={2019}
		
	

}

@incollection{b28,
	
	
		,
	title={{Predictors of advertising avoidance in rint pand broadcast media}}
		,
	author={{
			PSSpeck
		} and {
			MTElliott
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			26
			3
			
			,
	year={1997}
		
	

}

@incollection{b29,
	
	
		,
	title={{To track or 'do not track': advancing transparency and individual control in online behavioral advertising}}
		,
	author={{
			OTene
		} and {
			JPolonetsky
		}}
		
	
	
		,
	journal={{Minnesota Journal of Law}}
		
			13
			1
			
			,
	year={2011}
		
	
	,
	note={Science & Technology}

}

@incollection{b30,
	
	
		,
	title={{An experimental study on the effect of ad placement, product involvement and motives on facebook ad avoidance}}
		,
	author={{
			EVan Den Broeck
		} and {
			KPoels
		} and {
			MWalrave
		}}
		
		
	
	
		,
	journal={{Telematics and Informatics}}
		
			35
			2
			
			,
	year={2018}
		
	

}

@incollection{b31,
	
	
		,
	title={{Predictors of avoidance towards personalization of restaurant smartphone advertising: a study from the Millennials' perspective}}
		,
	author={{
			LZhang
		} and {
			SXu
		} and {
			PNyheim
		} and {
			ASMattila
		}}
		
		
		
	
	
		,
	journal={{Journal of Hospitality and Tourism Technology}}
		
			6
			2
			
			,
	year={2015}
		
	

}

@incollection{b32,
	
	
		,
	title={{Ad blocking and counter-ad blocking ad blocking and counter-ad blocking: analysis of online ad blocker usage}}
		,
	author={{
			SZhao
		} and {
			CWang
		} and {
			AKalra
		} and {
			LVaks
		} and {
			CBorcea
		} and {
			YChen
		}}
		
		
		
		
		
	
	
		,
	booktitle={{Twentythird Americas Conference on Information Systems}}
				Boston
		
			,
	year={2018}
		
	

}