Understanding the Data Privacy concerns of Consumers on Personalised Marketing Strategies
(2024) BUSN39 20241Department of Business Administration
- Abstract
- Thesis Purpose: The purpose of this research was to explore the opinion of consumers from Asia and Europe about data privacy concerns while receiving personalised marketing campaigns. We aim to contribute in existing literature on this specific domain for future researchers and companies who want to invest in these unexplored regions.
Methodology: This study has used qualitative research methodology through semi structured interviews to understand the perspectives of various consumers. Total 15 research participants have shared their feedback through in-person and virtual interviews.
Theoretical Perspective: We have used two theoretical perspectives i.e privacy calculus theory and elaboration likelihood model to explain the... (More) - Thesis Purpose: The purpose of this research was to explore the opinion of consumers from Asia and Europe about data privacy concerns while receiving personalised marketing campaigns. We aim to contribute in existing literature on this specific domain for future researchers and companies who want to invest in these unexplored regions.
Methodology: This study has used qualitative research methodology through semi structured interviews to understand the perspectives of various consumers. Total 15 research participants have shared their feedback through in-person and virtual interviews.
Theoretical Perspective: We have used two theoretical perspectives i.e privacy calculus theory and elaboration likelihood model to explain the relations of our variables as those theories were closely matched with our focused area.
Findings: The key findings of our study revealed that the consumers share their consent for some certain brands but their data is generally leaked/shared with unknown advertisers as well due to which they used to receive lot of emails and messages from unknown platforms.
Practical Implications: The brands need to protect the consumer data as they trust on brands for utilizing their precious data on effective and required marketing services. Brands need to invest more on protection of data and should ensure effective process to control data theft. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9166219
- author
- Khattak, Tahir Mahmood LU and Mehadhi, Farnaz LU
- supervisor
- organization
- alternative title
- A study to explore the opinion of Asian and European consumers on their concerns over personalised marketing strategies
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Data Privacy Concerns, Personalised Marketing, GenZ
- language
- English
- id
- 9166219
- date added to LUP
- 2024-06-25 13:15:01
- date last changed
- 2024-06-25 13:15:01
@misc{9166219,
abstract = {{Thesis Purpose: The purpose of this research was to explore the opinion of consumers from Asia and Europe about data privacy concerns while receiving personalised marketing campaigns. We aim to contribute in existing literature on this specific domain for future researchers and companies who want to invest in these unexplored regions.
Methodology: This study has used qualitative research methodology through semi structured interviews to understand the perspectives of various consumers. Total 15 research participants have shared their feedback through in-person and virtual interviews.
Theoretical Perspective: We have used two theoretical perspectives i.e privacy calculus theory and elaboration likelihood model to explain the relations of our variables as those theories were closely matched with our focused area.
Findings: The key findings of our study revealed that the consumers share their consent for some certain brands but their data is generally leaked/shared with unknown advertisers as well due to which they used to receive lot of emails and messages from unknown platforms.
Practical Implications: The brands need to protect the consumer data as they trust on brands for utilizing their precious data on effective and required marketing services. Brands need to invest more on protection of data and should ensure effective process to control data theft.}},
author = {{Khattak, Tahir Mahmood and Mehadhi, Farnaz}},
language = {{eng}},
note = {{Student Paper}},
title = {{Understanding the Data Privacy concerns of Consumers on Personalised Marketing Strategies}},
year = {{2024}},
}