Abstract
A new era of online advertising has emerged, and this era has introduced Online Behavioural Advertising (OBA). OBA briefly, is advertising based on an internet user’s search history. OBA has the ability to provide internet users with products and services in which they are interested. This study was motivated by my personal experience of OBA before I even knew what it was. It is of importance to study this type of advertising as it greatly shapes the internet users’ experiences. For this study I was interested in finding out the views and responses that ten University of Johannesburg female students had towards OBA. The participants of my study were from the Faculty of Humanities and the Faculty of Education, as they were the students I had better access to. The participants were accessed through WhatsApp messages. I conducted the interviews via WhatsApp voice and video call, Zoom, while one interview was conducted with a phone call. The study was conducted through qualitative interviews that were semi-structured.
M.A. (Sociology)