Balancing Personalization and Privacy
(2024) SKDK11 20241Department of Strategic Communication
- Abstract
- The aim of this study was to examine which factors influence the willingness to receive personalized communication based on personal information on streaming services. This was achieved using the Privacy Calculus Model (PCM), which includes the factors of perceived benefits and risks. In addition to investigating the significance of the original PCM parameters, the intention was to reveal whether the significance of the factors trust, transparency, and context, could impact the willingness to receive personalized communication based on personal information. To examine the possible influence of context, the streaming services Netflix and Spotify were used as examples to illustrate possible differences in attitudes towards foreign and... (More)
- The aim of this study was to examine which factors influence the willingness to receive personalized communication based on personal information on streaming services. This was achieved using the Privacy Calculus Model (PCM), which includes the factors of perceived benefits and risks. In addition to investigating the significance of the original PCM parameters, the intention was to reveal whether the significance of the factors trust, transparency, and context, could impact the willingness to receive personalized communication based on personal information. To examine the possible influence of context, the streaming services Netflix and Spotify were used as examples to illustrate possible differences in attitudes towards foreign and domestic companies. The study employed a quantitative experimental design, and the empirical data was collected through two online
surveys targeting young people from Sweden through a convenience sampling method. Given the experimental approach, the questionnaires were randomly distributed among respondents, resulting in 95 usable responses per survey. To analyze the empirical data, a Multiple Regression Analysis was performed using SPSS. The findings indicated that trust had the most significant impact on the willingness to receive personalized communication for Netflix and trust in combination with transparency had the most significant impact for Spotify. These findings can contribute to valuable insights for communicators applying personalization strategies in their work. The study suggests that companies should prioritize strategies aimed at building trust and transparency to balance the complex dynamics between personalization and privacy. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9154547
- author
- Hjortsmark, Lina LU and Dahlin, Wilma LU
- supervisor
- organization
- alternative title
- A quantitative study examining the factors influencing the willingness to receive personalized communication on streaming platforms.
- course
- SKDK11 20241
- year
- 2024
- type
- M2 - Bachelor Degree
- subject
- keywords
- Personalized communication, Personalization Privacy Paradox, Privacy Calculus Model, Benefits, Risks, Trust, Transparency, Context, Streaming services, Netflix, Spotify.
- language
- English
- id
- 9154547
- date added to LUP
- 2024-05-27 16:16:22
- date last changed
- 2024-06-18 03:42:04
@misc{9154547, abstract = {{The aim of this study was to examine which factors influence the willingness to receive personalized communication based on personal information on streaming services. This was achieved using the Privacy Calculus Model (PCM), which includes the factors of perceived benefits and risks. In addition to investigating the significance of the original PCM parameters, the intention was to reveal whether the significance of the factors trust, transparency, and context, could impact the willingness to receive personalized communication based on personal information. To examine the possible influence of context, the streaming services Netflix and Spotify were used as examples to illustrate possible differences in attitudes towards foreign and domestic companies. The study employed a quantitative experimental design, and the empirical data was collected through two online surveys targeting young people from Sweden through a convenience sampling method. Given the experimental approach, the questionnaires were randomly distributed among respondents, resulting in 95 usable responses per survey. To analyze the empirical data, a Multiple Regression Analysis was performed using SPSS. The findings indicated that trust had the most significant impact on the willingness to receive personalized communication for Netflix and trust in combination with transparency had the most significant impact for Spotify. These findings can contribute to valuable insights for communicators applying personalization strategies in their work. The study suggests that companies should prioritize strategies aimed at building trust and transparency to balance the complex dynamics between personalization and privacy.}}, author = {{Hjortsmark, Lina and Dahlin, Wilma}}, language = {{eng}}, note = {{Student Paper}}, title = {{Balancing Personalization and Privacy}}, year = {{2024}}, }