När reklamen blir personlig : En kvalitativ studie av konsumenters uppfattning av individanpassad marknadsföring och personlig integritet.

Sammanfattning: Personalized advertising is possible by tracking consumers' online activities and customizing ads for individual consumers. These ads are often more relevant, interesting, and appreciated by the consumer. However, there is a sense of worry about how personal information is gathered, stored, and used. While companies share the information with each other, consumers worry that the collection and usage of their personal information may damage their personal privacy. The personalization-privacy paradox describes this relationship between appreciated personalized advertising and breaches of privacy. The purpose of this study is to explore what elements of personalized marketing consumers find to be a breach of their personal privacy. By analyzing earlier research and literature, a theoretical framework was developed. The study uses a qualitative method utilizing semi-structured interviews to collect empirical data, which is then analyzed using the theoretical framework. The findings show that there are four primary elements in personalized advertising that consumers find to be a breach of privacy. These are recurring ads, feelings of being watched, personal information being shared and covert data collection.