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Do you even care?: A quantitative study on personalized smartphone advertisements and privacy concerns
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this paper is to explain how privacy concerns impact the relationship between personalization and the factors of advertising value on smartphone advertising.

Design/methodology/approach: A explanatory research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 103 respondents.

Conclusion: The result indicates that privacy concerns only moderates the relationship between personalization and entertainment. It was also shown that privacy concerns had a direct impact on irritation

Research limitations: The result is not generalizable as a non-probability sample was used, and only respondents between the 18-35 answered the questionnaire.

Originality/value: A new perspective of how the moderation of privacy concerns impacts the relationship between personalization and the factors of advertising value.

Keywords: Smartphone advertising, advertising value, informativeness, entertainment, irritation, credibility, incentives, privacy concerns.

Paper type: Research paper

Place, publisher, year, edition, pages
2018. , p. 51
Keywords [en]
Smartphone advertising, advertising value, informativeness, entertainment, irritation, credibility, incentives, privacy concerns
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-77049OAI: oai:DiVA.org:lnu-77049DiVA, id: diva2:1236576
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2018-08-10 Created: 2018-08-03 Last updated: 2018-08-10Bibliographically approved

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