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När reklamen blir personlig: En kvalitativ studie av konsumenters uppfattning av individanpassad marknadsföring och personlig integritet.
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2021 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Personalized advertising is possible by tracking consumers' online activities and customizing ads for individual consumers. These ads are often more relevant, interesting, and appreciated by the consumer. However, there is a sense of worry about how personal information is gathered, stored, and used. While companies share the information with each other, consumers worry that the collection and usage of their personal information may damage their personal privacy. The personalization-privacy paradox describes this relationship between appreciated personalized advertising and breaches of privacy. The purpose of this study is to explore what elements of personalized marketing consumers find to be a breach of their personal privacy. By analyzing earlier research and literature, a theoretical framework was developed. The study uses a qualitative method utilizing semi-structured interviews to collect empirical data, which is then analyzed using the theoretical framework. The findings show that there are four primary elements in personalized advertising that consumers find to be a breach of privacy. These are recurring ads, feelings of being watched, personal information being shared and covert data collection.

Abstract [sv]

Individanpassad marknadsföring är möjligt genom att spåra konsumenters onlineaktivitet och anpassa reklam för individuella konsumenter. Denna reklam är ofta mer relevant, intressant och uppskattad av konsumenten. Det finns dock en känsla av oro om hur personlig information samlas in, lagras och används. Medan företag delar informationen med varandra oroar sig konsumenter för att insamlingen och användandet av deras personliga information kan kränka deras personliga integritet. Personalization-privacy paradox beskriver detta samband mellan uppskattad individanpassad marknadsföring och kränkningar av den personliga integriteten. Syftet med denna studie är att undersöka vilka element av individanpassad marknadsföring konsumenter upplever som integritetskränkande. Genom att analysera tidigare forskning och litteratur skapades ett teoretiskt ramverk. Studien använde sig av semistrukturerade intervjuer för att samla in empiriska data, som sedan analyserades med hjälp av det teoretiska ramverket. Resultaten visar att det finns fyra huvudsakliga element i individanpassad marknadsföring som konsumenter anser vara integritetskränkande. Dessa är återkommande reklam, känslan av att vara övervakad, delande av personlig information och hemlig datainsamling.

Place, publisher, year, edition, pages
2021. , p. 65
Keywords [en]
Personalization-privacy paradox, personalized advertising, privacy
Keywords [sv]
Personalization-privacy paradox, individanpassad marknadsföring, integritet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-48337OAI: oai:DiVA.org:sh-48337DiVA, id: diva2:1635195
Subject / course
Business Studies
Supervisors
Examiners
Available from: 2022-02-07 Created: 2022-02-04 Last updated: 2022-02-07Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf