Personifiering, överväger fördelarna nackdelarna? - en kvantitativ studie om effekterna av personifierade banners

Sammanfattning: Internet is not only a media channel that is increasingly used but also a marketing channel with strong potential. By the help of technology, marketers today can show the right message to the right people at exactly the right moment. However, personalized online banners demand that personal data is collected and used in a way that consumers might perceive as intrusive. This creates a dilemma between the benefits of personalized advertisement and consumers' privacy concerns and therefore researchers have focused on factors that reduce these privacy issues. Previous studies have shown that trust is such a factor. The purpose of this study is thus to link trust of different websites within the same media channel, Internet, to different degrees of personalization in order to create a basis for new marketing strategies. In this paper two separate experimental studies are conducted, one in the form of a survey and one as a marketing campaign in Google AdWords, in order to compare different degrees of personalisation. The experiments were conducted in collaboration with Flygresor.se with their brand and product on the personalised banners. The results show that trust reduces perceived intrusiveness of personalised banners and that intrusiveness in turn correlates negatively with consumers' purchase intentions. Furthermore, the studies showed that a less personalised banner generates a higher click through rate on a website with low trust.