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Why even bother?: Exploring consumer perceived risks and benefits of online personalized advertisements
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2017. , p. 61
Keywords [en]
Online personalized advertisements, Privacy concerns, Perceived benefits, Perceived risks, Consumer perspective
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65298OAI: oai:DiVA.org:lnu-65298DiVA, id: diva2:1109489
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2017-06-14 Created: 2017-06-14 Last updated: 2017-06-14Bibliographically approved

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Why even bother? Exploring consumer perceived risks and benefits of online personalized advertisements(696 kB)182 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • 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