Personaliserad onlinemarknadsföring till priset av personlig integritet - En kvantitativ studie av aspekter som påverkar effekterna av personaliserad onlinemarknadsföring
Sammanfattning: Digitalization has enabled retailers to collect data about consumers and their behavior, and it is becoming increasingly common to utilize data through personalized marketing. The goal with personalization is to increase relevance and customer adoption, however, previous research has identified a personalization paradox where greater personalization may invoke negative effects such as feelings of privacy invasion with consumers. This paper further investigates personalized marketing characteristics that may contribute to feelings of privacy invasion, through a quantitative study with 371 respondents. Compared to previous research, we examined whether product attributes in terms of level of sensitivity influenced the effect of personalized marketing. The study showed that sensitive products in ads based on online behavior led to a greater privacy invasion, which adversely affected the ad and brand attitude as well as word-of-mouth-intention. The study also explored the effects of including personal information, namely name and place of residence, in ads based on online behavior. This resulted in an increased perceived level of personalization and greater privacy invasion, which adversely affected ad and brand attitude, click-through-intention and word-of-mouth-intention. The paper yield implications for marketers and retailers to avoid personalized marketing of products which might be perceived as sensitive, and to be mindful of which information is included in personalized ads to avoid privacy invasion.
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