The Conceptual Model of Personalized Advertising: A Meta-Synthesis Approach

The present study aims to provide a conceptual model of personalized advertising. This qualitative research used Sandelowski and Barroso's seven-stage meta-synthesis methods. The research population consisted of all the related sources with personalized advertising including 2210 published sources from scientific databases in 1380-1399 solar years and 2000 and 2021 AD. Then, considering the degree of relevance to the research topic, the primary sources of the sieve and 42 sources were selected and coded on the concepts extracted from them. In total, 137 concepts were identified, which were categorized into 29 subcategories and 9 main categories. Finally, based on the three-step coding approach of Strauss and Corbin (open, axial, and selective) in the grounded theory, the identified codes were classified into six classes of causal conditions, Core phenomena, contextual conditions, intervening conditions, strategies, and consequences. The results were presented in the form of a conceptual model to better understand the concept of personalized advertising.