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Personalized marketing - A qualitative study on tailored marketing online from a consumer's perspective

Påhlman, Kajsa and Waldenskiöld, Emilia LU (2013) BUSN39 20131
Department of Business Administration
Abstract
When consumers today navigate and shop online they meet different types of advertisements, both directly on the e-commerce website and through other channels. Many companies use personalized marketing as a way to create relationships with consumers. However, personalization today is a sensitive area and often twinned with privacy issues. Many consumers feel as they are being stalked. The purpose of this thesis is to investigate how consumers perceive personalized marketing in purchasing situations online when it is used as a customer relationship management-tool. The result should be of great use for practitioners that deal with retailing online in order to maximize the effect of their marketing efforts. Through qualitative interviews we... (More)
When consumers today navigate and shop online they meet different types of advertisements, both directly on the e-commerce website and through other channels. Many companies use personalized marketing as a way to create relationships with consumers. However, personalization today is a sensitive area and often twinned with privacy issues. Many consumers feel as they are being stalked. The purpose of this thesis is to investigate how consumers perceive personalized marketing in purchasing situations online when it is used as a customer relationship management-tool. The result should be of great use for practitioners that deal with retailing online in order to maximize the effect of their marketing efforts. Through qualitative interviews we intend to investigate consumers’ sensitivity concerning e-retailers data gathering on the Internet. Our main findings concern the degree of personalization in marketing messages, when personalization strengthens the consumer-company relationship and when it is seen as an intrusion on privacy. (Less)
Please use this url to cite or link to this publication:
author
Påhlman, Kajsa and Waldenskiöld, Emilia LU
supervisor
organization
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
E-commerce, CRM, personalized marketing, consumer culture theory, privacy concerns.
language
English
id
3865306
date added to LUP
2013-06-26 10:16:03
date last changed
2013-06-26 10:16:03
@misc{3865306,
  abstract     = {When consumers today navigate and shop online they meet different types of advertisements, both directly on the e-commerce website and through other channels. Many companies use personalized marketing as a way to create relationships with consumers. However, personalization today is a sensitive area and often twinned with privacy issues. Many consumers feel as they are being stalked. The purpose of this thesis is to investigate how consumers perceive personalized marketing in purchasing situations online when it is used as a customer relationship management-tool. The result should be of great use for practitioners that deal with retailing online in order to maximize the effect of their marketing efforts. Through qualitative interviews we intend to investigate consumers’ sensitivity concerning e-retailers data gathering on the Internet. Our main findings concern the degree of personalization in marketing messages, when personalization strengthens the consumer-company relationship and when it is seen as an intrusion on privacy.},
  author       = {Påhlman, Kajsa and Waldenskiöld, Emilia},
  keyword      = {E-commerce,CRM,personalized marketing,consumer culture theory,privacy concerns.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Personalized marketing - A qualitative study on tailored marketing online from a consumer's perspective},
  year         = {2013},
}