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Balancing Personalization and Privacy

Hjortsmark, Lina LU and Dahlin, Wilma LU (2024) SKDK11 20241
Department 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)
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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
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}},
}