Personalized Advertising and Privacy Concerns: Effects of Privacy Calculus in Digital Advertising / Alice LLABRES / 2021

Titre : Personalized Advertising and Privacy Concerns: Effects of Privacy Calculus in Digital Advertising Type de document : Mémoire Auteurs : Alice LLABRES, Auteur Année de publication : 2021 Importance : 23 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management PUBLICITE DIRECTE Résumé : This seminar paper discusses data protection issues as personalized advertising continues to grow in the advertising industry. New regulations are forcing the industry to reinvent itself to integrate data protection into communication strategies while maintaining the same level of performance and offering immersive experiences to Internet users. To address this issue, a quantitative study was conducted to understand the importance of data privacy to Internet users and the extent to which they would be willing to share their data to get advertising that better meet their needs and desires. The statistical results show that finding personalized advertising intrusive has an impact on trust in the advertising industry. However, increasing the level of trust in advertising increases the perceived value of advertising while reducing the anxiety associated with sharing personal data. Hence, the key element is to build a relationship of trust with Internet users, by clearly informing them about the way their data will be collected and the benefits of personalized advertising. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538470