Digital Marketing: Privacy Concerns of Consumers
Özköse, Aysun (2022)
Özköse, Aysun
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120526514
https://urn.fi/URN:NBN:fi:amk-2022120526514
Tiivistelmä
This thesis is a research-oriented report and aims to identify privacy concerns of in online marketing as its main research objective. Furthermore, it analyzes consumer views towards personalized advertisments and consumers’ awareness of tools available to protect their privacy online as its sub-objectives.
Businesses in today’s modern, technologically advanced world, collect huge amounts of data from consumers online to create and implement their marketing strategies. With data collection being conducted, companies have the responsiblilty to protect consumer’s privacy and compile with laws and regulations. This does not come without consumer’s concerns regarding their online privacy.
A theoretical framework is established as a basis of the research topic. The contents of which include online marketing, with specific regards to data collection and personalization, online privacy, specifically consumer privacy concerns and the privacy paradox and laws and regulations that help consumers protect their data online. In detail discussed are the European Union’s General Data Protecton Act and specific tools available to consumers to protect their online privacy. In order to establish the theoretical framework, books and websites were as sources.
The research in the thesis is done with qualitative research methods, mainly personal interviewes with three chosen individuals from various age groups and gender representations to represent a wide range of European society. The research results are analysed, summarized and answer the research objectives.
Lastly, this thesis concludes with further research suggestions into the impact of the European Union’s General Data Protection Regulation on its consumers and the implications for marketers the ever growing consumer privacy concerns will have. Furthermore the author evaulates the thesis process and their own development during it.
Businesses in today’s modern, technologically advanced world, collect huge amounts of data from consumers online to create and implement their marketing strategies. With data collection being conducted, companies have the responsiblilty to protect consumer’s privacy and compile with laws and regulations. This does not come without consumer’s concerns regarding their online privacy.
A theoretical framework is established as a basis of the research topic. The contents of which include online marketing, with specific regards to data collection and personalization, online privacy, specifically consumer privacy concerns and the privacy paradox and laws and regulations that help consumers protect their data online. In detail discussed are the European Union’s General Data Protecton Act and specific tools available to consumers to protect their online privacy. In order to establish the theoretical framework, books and websites were as sources.
The research in the thesis is done with qualitative research methods, mainly personal interviewes with three chosen individuals from various age groups and gender representations to represent a wide range of European society. The research results are analysed, summarized and answer the research objectives.
Lastly, this thesis concludes with further research suggestions into the impact of the European Union’s General Data Protection Regulation on its consumers and the implications for marketers the ever growing consumer privacy concerns will have. Furthermore the author evaulates the thesis process and their own development during it.