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Intressebaserad annonsering - hot eller möjlighet?: En kvalitativ studie om konsumenters uppfattning om "online behavioural adverting"(OBA) på Facebook
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

I samband med att människor idag är uppkopplade på internet i en större utsträckning har det bidragit till att allt fler människor har anslutit sig till sociala medier, varav Facebook är det största sociala nätverket. Detta har i sin tur resulterat i att företag ökar sina investeringar i Facebook och behövt ändra sin marknadsföringsverksamhet genom att de intressebaserar annonser utifrån konsumenters online-aktiviteter. Detta aktuella fenomen kallas för Online Behavioural Adveritising (OBA) där tidigare forskning har diskuterat problematiken som föreligger. Det råder en brist på kunskap om OBA bland konsumenter och konsumenter upplever även oro kring deras personliga integritet. Det är därmed av intresse att undersöka om en sådan kunskapsbrist är en potentiell risk till konsumenters upplevda oro.

Denna studie ämnar att bidra med ökad förståelse för relevansen av kunskap kring Online Behavioural Advertising och hur det i sin tur påverkar konsumenters upplevda oro. Grundtanken är att ur ett konsumentperspektiv belysa kunskapens roll i den upplevda oron OBA skapar kring personlig integritet på Facebook. Utifrån den problematik som har beskrivits har två frågeställning formulerats:

  • Vilken samt hur mycket kunskap har konsumenter på Facebook kring hur Online Behavioural Advertising fungerar?
  • Hur påverkas konsumenters upplevda oro kring Online Behavioural Advertising av deras kunskap?

Dessa frågeställningar har besvarats genom en kvalitativ forskningsmetodik där empirin har samlats in utifrån 16 stycken individuella intervjuer. Empirin analyserades därmed med en jämförelse av tidigare forskning och teorier.

Resultatet tyder på att konsumenters upplevda oro kan bero på deras kunskap kring OBA. De respondenter som besatt en högre grad av kunskap om OBA kände ingen oro och respondenter som besatt lite kunskap om OBA kände generellt mer oro.

Abstract [en]

Due to the fact that the majority of people today are connected to the Internet, it has contributed to more and more people joining social media, where Facebook is the largest social network. This has resulted in companies increasing their investments in Facebook and changing their marketing activities by individually targeting their advertisements based on consumers online behaviour. This phenomenon is called Online Behavioral Advertising (OBA), where researchers have discussed existing problems concerning the area. There is a lack of knowledge about OBA among consumers and they also feel concerned about their privacy. Therefore, it is of interest to investigate if such a lack of knowledge is a potential risk to consumers' perceived concern.

This study aims to provide with a better understanding of the relevance of knowledge about Online Behavioral Advertising and its effects on perceived concerns regarding OBA. Primarily, the idea is to highlight the role of knowledge in the perceived concerns that OBA creates regarding personal integrity on Facebook. Based on the purpose, the following research questions have been formulated:

  • What and how much knowledge do consumers have on Facebook about how Online Behavioral Advertising works?
  • How are consumer’s privacy concerns about Online Behavioral Advertising affected by their knowledge?

These questions have been answered by a qualitative research methodology where empirical findings have been collected based on 16 individual interviews. The empirical data was analyzed by comparing previous research and theories.

The results indicate that consumers' perceived concerns may be due to their knowledge regarding OBA. The respondents who possessed a higher degree of knowledge about OBA were not concerned and respondents who possessed little knowledge about OBA felt more concerned in general.

Place, publisher, year, edition, pages
2018. , p. 38
Keywords [en]
Online Behavioural Advertising, individually targeted advertisements, consumer behaviour, privacy concern, Facebook, knowledge
Keywords [sv]
Online Behavioural Advertising, intressebaserade annonser, konsumentbeteende, personlig integritet, Facebook, kunskap, individanpassade annonser
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-36387OAI: oai:DiVA.org:sh-36387DiVA, id: diva2:1248876
Subject / course
Business Studies
Supervisors
Available from: 2018-09-18 Created: 2018-09-17 Last updated: 2018-09-18Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • harvard-anglia-ruskin-university
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  • nn-NB
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