Do you even care?: A quantitative study on personalized smartphone advertisements and privacy concerns
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
Student thesis
Abstract [en]
Purpose: The purpose of this paper is to explain how privacy concerns impact the relationship between personalization and the factors of advertising value on smartphone advertising.
Design/methodology/approach: A explanatory research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 103 respondents.
Conclusion: The result indicates that privacy concerns only moderates the relationship between personalization and entertainment. It was also shown that privacy concerns had a direct impact on irritation
Research limitations: The result is not generalizable as a non-probability sample was used, and only respondents between the 18-35 answered the questionnaire.
Originality/value: A new perspective of how the moderation of privacy concerns impacts the relationship between personalization and the factors of advertising value.
Keywords: Smartphone advertising, advertising value, informativeness, entertainment, irritation, credibility, incentives, privacy concerns.
Paper type: Research paper
Place, publisher, year, edition, pages
2018. , p. 51
Keywords [en]
Smartphone advertising, advertising value, informativeness, entertainment, irritation, credibility, incentives, privacy concerns
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-77049OAI: oai:DiVA.org:lnu-77049DiVA, id: diva2:1236576
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
2018-08-102018-08-032022-02-22Bibliographically approved