Sökning: "Sophie O donoghue"

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1. 1. Paradoxen kring individanpassad marknadsföring

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Filippa Wängberg; Sophie O'Donoghue; Rebecka Hassel; [2020]
   Nyckelord :Personalized marketing; privacy; data collection; personalization privacy paradox; Internet Privacy Concerns IPC ; dissonance; attitude; Business and Economics;

   Sammanfattning : Abstract Title: The paradox of personalized marketing - A qualitative study about the dissonance in consumers attitude towards target advertising focusing on privacy Seminar date: 2021-01-14 Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing Undergraduate Level, 15 University Credit Points (ECTS) Authors: Rebecka Hassel, Sophie O’Donoghue and Filippa Wängberg Advisor: Nikos Macheridis Keywords: Personalized marketing, privacy, data collection, personalization privacy paradox, Internet Privacy Concerns (IPC), dissonance, attitude Purpose: The study aims to examine how the dissonance occurs in individuals’ attitude towards personalized marketing and data collection from a privacy perspective, in order to create a deeper understanding of how it leads to a personalization privacy paradox. Methodology: The study’s methodology is based on a qualitative research method with a hermeneutic strategy. LÄS MER