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Consumers' Perceptions of Privacy Co...

Roberts, Leon-Lee ,

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Consumers' Perceptions of Privacy Concerns and Personalized Advertising Online: A Qualitative Exploratory Case Study /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Consumers' Perceptions of Privacy Concerns and Personalized Advertising Online: A Qualitative Exploratory Case Study // Leon-Lee Roberts.
Author:	Roberts, Leon-Lee ,
Description:	1 electronic resource (248 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 86-03, Section: B.
Contained By:	Dissertations Abstracts International86-03B.
Subject:	Home economics. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31560146
ISBN:	9798384054450

Consumers' Perceptions of Privacy Concerns and Personalized Advertising Online: A Qualitative Exploratory Case Study /
Roberts, Leon-Lee ,

Consumers' Perceptions of Privacy Concerns and Personalized Advertising Online: A Qualitative Exploratory Case Study /Leon-Lee Roberts. - 1 electronic resource (248 pages)

Source: Dissertations Abstracts International, Volume: 86-03, Section: B.

Practitioners and scholars are not well informed about how consumers perceive privacy concerns and personalized advertising leading to negative responses. The purpose of this qualitative exploratory case study was to explore consumers' perceptions of privacy concerns and personalized advertising online. The researcher addressed the following questions: (a) How do non-management employees who consume online behavioral advertising perceive privacy concerns and personalized advertising online; (b) How do managerial employees who consume online behavioral advertising perceive privacy concerns and personalized advertising online; and (c) How does personalized online advertising raise consumers' privacy concerns? The study was conducted in a higher education organization in a southern state with 30 participants. Fifteen respondents participated in semi-structured interviews, 15 participated in a focus group, and three documents were reviewed. The findings emphasized the need for marketers to better understand consumers' perceptions of personalization and privacy concerns and the role of new technologies and transparency in personalized advertising. Marketers should develop best practices that respect consumer choices and privacy, balancing personalization with privacy to improve online advertising effectiveness. Future qualitative and mixed methods research should explore the impact of emerging technologies, the role of perceived transparency and relevance, regulatory frameworks, and cross-cultural and demographic differences on consumers' perceptions of privacy concerns and personalized advertising.

English

ISBN: 9798384054450Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Behavioral targeting

Consumers' Perceptions of Privacy Concerns and Personalized Advertising Online: A Qualitative Exploratory Case Study /
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