Theme 1.3 Personalized online advertising

This theme focuses on the uses and implications of personalized advertising. The usage of personal information to tailor and target communication can generate more consumer engagement, but can also lead to privacy issues. This development raises questions such as: What is the effect of targeted advertising on consumers’ attitudes and behavior? What role do privacy concerns play in consumers’ responses toward personalized advertising? What is the actual level of personalization and targeting in online advertising? When and why do people give brands access to personal information online? Do consumers have knowledge about personalisation, and how can consumers be educated about it? Students can apply various research approaches, such as qualitative (interviews, observation) and quantitative (experiments, surveys, content analyses) approaches.

Further readings:

  • Smit, E. G., Van Noort, G., & Voorveld, H. A. (2014). Understanding online behavioural advertising: User knowledge, privacy concerns and online coping behaviour in Europe. Computers in Human Behavior, 32, 15-22.
  • De Keyzer, F., Dens, N., & De Pelsmacker, P. (2015). Is this for me? How consumers respond to personalized advertising on social network sites. Journal of Interactive Advertising, 15(2), 124-134.
  • Limpf, N., & Voorveld, H. A. (2015). Mobile location-based advertising: how information privacy concerns influence consumers’ attitude and acceptance. Journal of Interactive Advertising, 15(2), 111-123. (publication based on the master thesis written by N. Limpf)