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Designing a user interaction model in online shopping through adaptive advertising
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Y. Ahmadi   , A. Kazemi , D. Jamshidi |
| Department of Management, Shi. C, Islamic Azad University, Shiraz, Iran |
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Abstract: (4 Views) |
This study aimed to develop a model of user interaction through adaptive advertising. The research adopted an inductive qualitative approach. Data were collected through a review of the literature and semi-structured interviews with 15 experts in digital marketing, data science, and user behavior analysis. The data were analyzed using thematic analysis. The findings indicate that user interaction through adaptive advertising is shaped by four main categories of factors: user-related factors, technology and infrastructure factors, advertising-related factors, and environmental factors. Based on these dimensions, the study proposes a conceptual model in which privacy protection, transparency, personalization, targeted advertising, interactive content, and AI-based optimization play central roles in strengthening user engagement. The study contributes to the literature by providing an integrated and context-sensitive model of user interaction through adaptive advertising. The proposed framework offers both theoretical insight and practical guidance for designing more effective, user-centered digital advertising strategies, particularly in emerging markets.
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| Keywords: User Interaction, Online Shopping, Adaptive Advertising, Advertising Personalization. |
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Full-Text [PDF 545 kb]
(3 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2026/02/4 | Accepted: 2026/03/10 | Published: 2026/04/12
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