lnu.sePublikasjoner
Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Why even bother?: Exploring consumer perceived risks and benefits of online personalized advertisements
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
2017 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

The use of online personalized advertisements has drawn attention among firms, in efforts of acquiring and maintaining competitive advantage. By collecting individual consumer information, firms are able to personalize advertisements to specific individuals in online contexts.

The collection and use of individuals’ personal information have given rise to privacy concerns among consumers. However, contemporary research displays disparate conclusions regarding the extent to which these privacy concerns influence the effectiveness of online personalized advertisements. In order to provide insights regarding this discrepancy, this study explored the theoretical foundations of consumer perceived benefits and risks, upon which contemporary research was based.

Two focus groups were conducted to explore how consumers perceive benefits and risks of online personalized advertisements. Using pattern matching, the interpretation of the empirically gathered material implied that consumer perceived benefits, in form of perceived relevance, appears to be insufficient in appealing to the interests and preferences of consumers. Instead, consumers’ perceptions of relevance appear to be dependent on several elements.

Furthermore, the findings imply that consumers are aware of the risks through personal information disclosure, yet appear to be unconcerned by them. Instead, consumers seem to possess a sense of hopelessness in online environments, that attempts to restrict the availability of their personal information are pointless.

sted, utgiver, år, opplag, sider
2017. , s. 61
Emneord [en]
Online personalized advertisements, Privacy concerns, Perceived benefits, Perceived risks, Consumer perspective
HSV kategori
Identifikatorer
URN: urn:nbn:se:lnu:diva-65298OAI: oai:DiVA.org:lnu-65298DiVA, id: diva2:1109489
Fag / kurs
Business Administration - Marketing
Utdanningsprogram
Marketing Programme, 180 credits
Veileder
Examiner
Tilgjengelig fra: 2017-06-14 Laget: 2017-06-14 Sist oppdatert: 2017-06-14bibliografisk kontrollert

Open Access i DiVA

Why even bother? Exploring consumer perceived risks and benefits of online personalized advertisements(696 kB)231 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 696 kBChecksum SHA-512
5b992903a8486b4cd3af53016351f29985acc04fcff93b34a513f12594db6ff4814aad0a8ff3212668bccdeaf7eed46bf06e2efa04cc85925e556b1d86655d4b
Type fulltextMimetype application/pdf

Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 231 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 1452 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf