Advanced

Individanpassad Marknadsföring -Uppskattat eller ett hot mot konsumenters integritet?

Hallner, Anna LU ; Berggren, Sofie LU and Ströberg, Yasmine LU (2016) FEKH29 20152
Department of Business Administration
Abstract
Title: Personalized Marketing- do consumers appreciate it or is it a threat against integrity?

Seminar date: 2016-01-15

Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPS)

Authors: Sofie Berggren, Anna Hallner & Yasmine Ströberg

Advisor: Magnus Lagnevik

Key words: Personalized marketing, CRM, buying behavior, integrity, Facebook

Purpose: The purpose of this paper is to investigate how consumers perceive personalized marketing on Facebook and how it affects their buying behavior online. The thesis focuses on consumer’s attitudes, preferences and behavior while being exposed to this kind of advertising.

Methodology: A qualitative approached... (More)
Title: Personalized Marketing- do consumers appreciate it or is it a threat against integrity?

Seminar date: 2016-01-15

Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPS)

Authors: Sofie Berggren, Anna Hallner & Yasmine Ströberg

Advisor: Magnus Lagnevik

Key words: Personalized marketing, CRM, buying behavior, integrity, Facebook

Purpose: The purpose of this paper is to investigate how consumers perceive personalized marketing on Facebook and how it affects their buying behavior online. The thesis focuses on consumer’s attitudes, preferences and behavior while being exposed to this kind of advertising.

Methodology: A qualitative approached research through raw data from four semi-structured focus groups and secondary data derived from scientific publications. This approach is deductive while containing inductive elements.

Theoretical perspectives: The theoretical framework is based on basic theories within CRM, consumers buying behavior and personal integrity.

Empirical foundation: The empirical foundation is based on discussions in four focus groups with a total of 20 respondents, both women and men in various ages, who all are active users on the social media platform Facebook.

Conclusions: The study reveals that personalized marketing on Facebook can be seen as positive if it matches each consumer’s preference and may then result in a purchase. This conclusion mainly refer to the younger generation since they are more impulsive in their buying behavior online, while the older population generally don’t like advertising at all on social media platforms. Consumers can be annoyed if companies fail to analyze their customers accurate and if they advertise irrelevant products or things they’ve already bought. The study shows further on that the majority doesn’t feel concerned about their personal identity on Facebook, even if some of them find it frightening that the social media platform knows a lot about them. (Less)
Abstract (Swedish)
Titel: Individanpassad Marknadsföring- Uppskattat eller ett hot mot konsumenters integritet?

Seminariedatum: 2016-01-15

Ämne/Kurs: FEKH29, Examensarbete kandidatnivå i Marknadsföring, 15 hp

Författare: Sofie Berggren, Anna Hallner och Yasmine Ströberg

Handledare: Magnus Lagnevik

Fem nyckelord: Individanpassad marknadsföring, CRM, köpbeteende, integritet, Facebook

Syfte: Syftet med vår uppsats är att undersöka hur konsumenter ställer sig till individanpassad marknadsföring på Facebook och hur det påverkar deras köpbeteende online. Studien fokuserar på konsumenternas attityder, preferenser och beteenden då de exponeras för den personligt riktade reklamen.

Metod: Uppsatsen baseras på en kvalitativ metod där... (More)
Titel: Individanpassad Marknadsföring- Uppskattat eller ett hot mot konsumenters integritet?

Seminariedatum: 2016-01-15

Ämne/Kurs: FEKH29, Examensarbete kandidatnivå i Marknadsföring, 15 hp

Författare: Sofie Berggren, Anna Hallner och Yasmine Ströberg

Handledare: Magnus Lagnevik

Fem nyckelord: Individanpassad marknadsföring, CRM, köpbeteende, integritet, Facebook

Syfte: Syftet med vår uppsats är att undersöka hur konsumenter ställer sig till individanpassad marknadsföring på Facebook och hur det påverkar deras köpbeteende online. Studien fokuserar på konsumenternas attityder, preferenser och beteenden då de exponeras för den personligt riktade reklamen.

Metod: Uppsatsen baseras på en kvalitativ metod där undersökningen omfattas av primärdata från fyra semi-strukturerade fokusgrupper och sekundärdata främst hämtad från vetenskapliga artiklar. Ansatsen är deduktiv med induktiva inslag.

Teoretiska perspektiv: Den teoretiska referensramen består av tidigare forskning inom ämnena CRM, konsumenters köpbeteende och personlig integritet.

Empiri: Empirin bygger på diskussioner från fyra fokusgrupper med sammanlagt 20 deltagare, både kvinnor och män i olika åldrar, varav alla är aktiva användare av det sociala mediet Facebook.

Resultat: Studien visar att individanpassad marknadsföring på Facebook upplevs positiv när den lyckas matcha individens preferenser och kan då leda vidare till köp. Detta gäller främst för den yngre generationen då de är mer impulsiva i sitt köpbeteende online, medan den äldre generationen generellt inte gillar annonsering på sociala medier. Irritation kan byggas mot företag om de inte är noggranna med sin kundanalys och annonserar irrelevanta produkter eller sådant som redan är köpt. Vidare visar undersökningen att majoriteten inte känner sig oroade över sin personliga identitet på Facebook även om vissa kan tycka det är otäckt att det sociala mediet har kännedom om en. (Less)
Please use this url to cite or link to this publication:
author
Hallner, Anna LU ; Berggren, Sofie LU and Ströberg, Yasmine LU
supervisor
organization
alternative title
Personalized Marketing- do consumers appreciate it or is it a threat against integrity?
course
FEKH29 20152
year
type
M2 - Bachelor Degree
subject
keywords
Facebook, integritet, köpbeteende, Individanpassad marknadsföring: CRM
language
Swedish
id
8771264
date added to LUP
2016-03-02 10:37:32
date last changed
2016-03-02 10:37:32
@misc{8771264,
  abstract     = {Title: Personalized Marketing- do consumers appreciate it or is it a threat against integrity?

Seminar date: 2016-01-15

Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPS)

Authors: Sofie Berggren, Anna Hallner & Yasmine Ströberg

Advisor: Magnus Lagnevik

Key words: Personalized marketing, CRM, buying behavior, integrity, Facebook

Purpose: The purpose of this paper is to investigate how consumers perceive personalized marketing on Facebook and how it affects their buying behavior online. The thesis focuses on consumer’s attitudes, preferences and behavior while being exposed to this kind of advertising. 

Methodology: A qualitative approached research through raw data from four semi-structured focus groups and secondary data derived from scientific publications. This approach is deductive while containing inductive elements. 

Theoretical perspectives: The theoretical framework is based on basic theories within CRM, consumers buying behavior and personal integrity. 

Empirical foundation: The empirical foundation is based on discussions in four focus groups with a total of 20 respondents, both women and men in various ages, who all are active users on the social media platform Facebook.

Conclusions: The study reveals that personalized marketing on Facebook can be seen as positive if it matches each consumer’s preference and may then result in a purchase. This conclusion mainly refer to the younger generation since they are more impulsive in their buying behavior online, while the older population generally don’t like advertising at all on social media platforms. Consumers can be annoyed if companies fail to analyze their customers accurate and if they advertise irrelevant products or things they’ve already bought. The study shows further on that the majority doesn’t feel concerned about their personal identity on Facebook, even if some of them find it frightening that the social media platform knows a lot about them.},
  author       = {Hallner, Anna and Berggren, Sofie and Ströberg, Yasmine},
  keyword      = {Facebook,integritet,köpbeteende,Individanpassad marknadsföring: CRM},
  language     = {swe},
  note         = {Student Paper},
  title        = {Individanpassad Marknadsföring -Uppskattat eller ett hot mot konsumenters integritet?},
  year         = {2016},
}