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Den personifierade marknadsföringens effekter på köpintentioner: En studie med fokus på medvetenheten om online behavioral advertising
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Utvecklingen av tekniken sker i snabb takt vilket gör att människors vetskap om OBA inte alltid hänger med, inte heller lagar och regler som ska skydda deras integritet. Därför är det intressant att undersöka hur effektiv marknadsföringstypen OBA är beroende av konsumenternas medvetenhet om fenomenet. Syftet är att analysera hur hög, respektive låg medvetenhet hos konsumenter om online behavioral advertising påverkar deras köpintentioner, med fokus på Generation Ys uppfattningar. Denna studie visar på samband mellan lägre medvetenhet om OBA och högre köpintentioner. Lägre medvetenhet om denna typ av marknadsföring förknippas även med en högre oro kring integriteten. 

Abstract [en]

The development of technology takes place at a rapid pace, which means that people's knowledge of OBA does not always keep up, nor laws and regulations that supposed to protect their privacy. Therefore, it is interesting to investigate how effective online behavioral advertising is as a marketing strategy, based on consumers’ awareness of the phenomenon. The purpose is to analyze how a high and a low level of consumers’ awareness about OBA affects their purchase intentions, focusing on Generation Y’s perceptions.This paper reveals a connection between lower awareness of OBA and higher purchase intentions. Even a higher concern about integrity in the context is associated with lower awareness about this type of marketing.    

 

 

Place, publisher, year, edition, pages
2018. , p. 68
Keywords [en]
OBA, online behavioral advertising, OBT, online behavioral targeting, personalized online advertising, targeted advertising, awareness/knowledge, privacy concerns, cookies, buying intentions.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-27024OAI: oai:DiVA.org:hig-27024DiVA, id: diva2:1218679
Subject / course
Business administration; Business administration
Educational program
Business administration; Real estate brokering
Supervisors
Examiners
Available from: 2018-06-19 Created: 2018-06-14 Last updated: 2018-06-19Bibliographically approved

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