An exploratory study on perceptions of personalised display ads online : A comparison of Swedish generations: Do consumers willingly surrender their privacy for the usefulness of personalised advertising?

An exploratory study on perceptions of personalised display ads online : A comparison of Swedish generations: Do consumers willingly surrender their privacy for the usefulness of personalised advertising?

The Swedish consumers are concerned of their online privacy, while companies increasingly gather personal information with business intelligence (BI) technologies in order to customize online banner ads, among the favoured marketing techniques. Meanwhile, marketers treasure the opportunity to target...

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Bibliographic Details
Main Authors: Gerdman, Thomas, Nordqvist, Felicia
Format: Others
Language:English
Published: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi 2017
Subjects:
Personalised ads
display ads
business intelligence
attitudes
perceived intrusiveness
perceived usefulness
Economics and Business
Ekonomi och näringsliv
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35964

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