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Personalized Marketing: An invasion of privacy or an approved phenomenon? An empirical study of how organizations can respond to consumers’ concern over the threats of online privacy.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The authors of this study analysed the increasing use of personalized marketing and consumer concerns regarding the access to personal information. The purpose was to find out how companies could react to these concerns. Several theoretical concepts were explored, such as Personal Data, Personalized Marketing, Privacy Concerns, Privacy Policies, Consumer Trust and Consumer Behaviour. Facebook Inc. was analysed as an example to address the problem. An online survey was conducted on university students and two interviews were performed with representatives from the Data Inspection Board in Sweden. The main findings were that individuals seem to approve of personalized marketing but are concerned about their privacy. Companies should therefore inform their consumers on how personal data is used for personalized marketing and respect their rights and take governmental regulations into consideration.

Place, publisher, year, edition, pages
2012. , 49 p.
Keyword [en]
Facebook, Trust, Privacy Policies, Personal Data, Privacy Concern, Personalized Marketing.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-176677OAI: oai:DiVA.org:uu-176677DiVA: diva2:536603
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-06-25 Created: 2012-06-23 Last updated: 2012-06-25Bibliographically approved

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Personalized Marketing(1374 kB)1098 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • 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
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