Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
An exploratory study on perceptions of personalised display ads online: A comparison of Swedish generations: Do consumers willingly surrender their privacy for the usefulness of personalised advertising?
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The Swedish consumers are concerned of their online privacy, while companies increasingly gather personal information with business intelligence (BI) technologies in order to customize online banner ads, among the favoured marketing techniques. Meanwhile, marketers treasure the opportunity to target individuals. The purpose of this research is to generate insights of Swedes’ experiences of intrusion of their privacy online, and their behavioural response to personalised banner advertisements. The research will also observe if there are differences depending on the consumers’ ages. Mediating factors will be regarded how they influence the online users perceived intrusiveness and usefulness of personalised ads. The study is exploratory and aims to provide extensive awareness and beliefs around a complex phenomena. It will have a qualitative approach where data collection is conducted through semi-structured, in-depth, interviews with Swedish consumers from two age groups, complemented by three expert interviews. The results show that, in comparison, elderly consumers have less knowledge of personalised advertising, as well as BI-technology, leading to higher privacy concern and perceived intrusiveness when exposed to these ads. Members of the generation Y comprehend the phenomena to a greater extent, and more easily see the usefulness presented, but are overall ambiguous. Attitudes are likely to be formed based on the experienced intrusiveness contra usefulness, but are not clearly influencing trust, loyalty of future purchasing behaviours. Generally, marketers and consumers’ views show incongruence, as marketers remain very positive to using personal information to customize ads, while consumers do not always perceive it similarly. A balance can be difficult to achieve, but a unanimous belief demand high accuracy of content and placement of the personalised ads to be perceived as useful.

Place, publisher, year, edition, pages
2017. , 66 p.
Keyword [en]
Personalised ads, display ads, business intelligence, attitudes, perceived intrusiveness, perceived usefulness
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hj:diva-35964ISRN: JU-IHH-FÖA-2-20170338OAI: oai:DiVA.org:hj-35964DiVA: diva2:1107779
Subject / course
IHH, Business Administration
Examiners
Available from: 2017-06-12 Created: 2017-06-10 Last updated: 2017-06-12Bibliographically approved

Open Access in DiVA

Thesis Gerdman & Nordqvist(1386 kB)90 downloads
File information
File name FULLTEXT01.pdfFile size 1386 kBChecksum SHA-512
74462d89ed2b88ccb88471464e1e2256916e28a5ab4549b5ed385ece162895445bfa5705c01a94b70f37908e6f14b47d31e4d5e8fda98c9b5ff45b1605d5b0f5
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Administration
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 90 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 470 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf