Paradoxen kring individanpassad marknadsföring
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. The research approach used in this study is abductive in nature. Theoretical Perspectives: The study is based on personalized marketing with theoretical perspectives presenting the subject in general, and including theories with different aspects of integrity, such as the personalization privacy paradox and Internet Privacy Concerns. Empirical Foundation: The empirical data that underlies this study’s analysis is taken from 17 semi-structured in-depth interviews, where the selected respondents were 20-25 years old. Here, individuals’ attitude towards personalized marketing and the occurring dissonance is studied, from a privacy perspective. Conclusions: The study concludes that personalized marketing in general is preferred over mass advertisement, because it is considered as relevant, interesting and increases value. Negative attitudes towards personalized marketing depend in general on lack of knowledge regarding what information is collected and the purpose for data collection. The personalization privacy paradox exists as consumers have conflicting attitudes towards personalized marketing, in a privacy perspective. Through increased transparency regarding data collection companies can grow consumers’ trust towards them and furthermore decrease the privacy paradox gap.
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