Acceptable or Not?
(2023) BUSN39 20231Department of Business Administration
- Abstract
- Title: Acceptable or Not?
Word count: 24 686
The date of the seminar: 2nd of June
Course: BUSN39 - Degree Project in Global Marketing - Master Level
Authors: Amanda Persson and Johanna Sandberg
Supervisor: Annette Cerne
Examinator: Ulf Elg
Key words: Personalized marketing, data privacy and data collection
Research question: What are the factors that determine whether personalized marketing efforts are deemed acceptable or crosses a line into being unacceptable?
Thesis purpose: The purpose of this study is to understand the attitudes towards various personalized marketing efforts in Sweden. Furthermore, the aim is to contribute to new research in the field of personalized marketing from a consumer... (More) - Title: Acceptable or Not?
Word count: 24 686
The date of the seminar: 2nd of June
Course: BUSN39 - Degree Project in Global Marketing - Master Level
Authors: Amanda Persson and Johanna Sandberg
Supervisor: Annette Cerne
Examinator: Ulf Elg
Key words: Personalized marketing, data privacy and data collection
Research question: What are the factors that determine whether personalized marketing efforts are deemed acceptable or crosses a line into being unacceptable?
Thesis purpose: The purpose of this study is to understand the attitudes towards various personalized marketing efforts in Sweden. Furthermore, the aim is to contribute to new research in the field of personalized marketing from a consumer perspective. This will be made by identifying factors that determine the attitude towards personalized marketing and why the efforts go from acceptable to unacceptable.
Theoretical perspective: No specific theory has been used in the thesis due to its inductive approach. However, this thesis has simultaneously worked with existing literature within the field of personalized marketing, more specifically the topics: personal relevance, privacy concerns, surveillance and irritation.
Methodology: This thesis uses a qualitative method with an inductive research approach. The selection of participants is based on purposive sampling with a sequential approach. The focus groups were semi-structured to elicit the respondents' opinions and attitudes. The empirics were analyzed using a thematic approach.
Conclusions: The factors that determine when a personalized marketing effort crosses the line from being acceptable to unacceptable is: Knowledge, Relevance, Convenience, Context, Feeling of control, Volume, Genuinity and Personal sphere. (Less) - Popular Abstract
- Personalized marketing; data privacy; data collection
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9125837
- author
- Sandberg, Johanna LU and Persson, Amanda LU
- supervisor
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Personalized marketing, data privacy and data collection
- language
- English
- id
- 9125837
- date added to LUP
- 2023-06-29 09:22:46
- date last changed
- 2023-06-29 09:22:46
@misc{9125837,
abstract = {{Title: Acceptable or Not?
Word count: 24 686
The date of the seminar: 2nd of June
Course: BUSN39 - Degree Project in Global Marketing - Master Level
Authors: Amanda Persson and Johanna Sandberg
Supervisor: Annette Cerne
Examinator: Ulf Elg
Key words: Personalized marketing, data privacy and data collection
Research question: What are the factors that determine whether personalized marketing efforts are deemed acceptable or crosses a line into being unacceptable?
Thesis purpose: The purpose of this study is to understand the attitudes towards various personalized marketing efforts in Sweden. Furthermore, the aim is to contribute to new research in the field of personalized marketing from a consumer perspective. This will be made by identifying factors that determine the attitude towards personalized marketing and why the efforts go from acceptable to unacceptable.
Theoretical perspective: No specific theory has been used in the thesis due to its inductive approach. However, this thesis has simultaneously worked with existing literature within the field of personalized marketing, more specifically the topics: personal relevance, privacy concerns, surveillance and irritation.
Methodology: This thesis uses a qualitative method with an inductive research approach. The selection of participants is based on purposive sampling with a sequential approach. The focus groups were semi-structured to elicit the respondents' opinions and attitudes. The empirics were analyzed using a thematic approach.
Conclusions: The factors that determine when a personalized marketing effort crosses the line from being acceptable to unacceptable is: Knowledge, Relevance, Convenience, Context, Feeling of control, Volume, Genuinity and Personal sphere.}},
author = {{Sandberg, Johanna and Persson, Amanda}},
language = {{eng}},
note = {{Student Paper}},
title = {{Acceptable or Not?}},
year = {{2023}},
}