Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-cite-them-right
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Consumers' and companies' attitudes to personalized advertising: a case study of Taobao
Högskolan i Borås, Akademin för textil, teknik och ekonomi.
Högskolan i Borås, Akademin för textil, teknik och ekonomi.
2019 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

The growing technology has changed the form of advertising and user behavior. Recent years, the amount of personalized advertising is on a steady rise. Personalized advertising is based on a method called retargeting to tailor the advertisements to individual consumers by inferring their interests and preferences.However, there are still many deficiencies in personalized advertising that reduce the user experience. Understanding the attitudes of users and companies to personalized advertising can help improve these deficiencies. Hence, the purpose of this study is to compare different opinions regarding personalized advertising from Chinese consumers and companies towards Taobao respectively.This investigation uses a case study method to study the purpose. Taobao is an e-commerce platform with a high frequency of personalized advertising and has a great impact on China. Therefore, Taobao has been chosen as our case. First the background of personalized advertising is introduced, and then personalized advertising in Taobao is described. The different opinions of both consumers and companies are studied. In general, consumers have a positive attitude towards personalized advertising. However, there is a need for improvement in terms of privacy, trust and effectiveness. For companies, the effect of personalized advertising is satisfying, but the price makes is difficult for them to afford it.

sted, utgiver, år, opplag, sider
2019.
Emneord [en]
Personalized Advertising, Taobao, user experience, retailer
HSV kategori
Identifikatorer
URN: urn:nbn:se:hb:diva-22396OAI: oai:DiVA.org:hb-22396DiVA, id: diva2:1384057
Fag / kurs
Business Administration
Veileder
Examiner
Tilgjengelig fra: 2020-01-10 Laget: 2020-01-09 Sist oppdatert: 2020-01-10bibliografisk kontrollert

Open Access i DiVA

HT2018BBA02(905 kB)33 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 905 kBChecksum SHA-512
0fd633a6d3e483eed0e1a16b4fecdbcc900df84d9471694624254c3a78ed72f4bdf3e0ab1d39017a9f9fa5d4f5e67664175417ff11e16a9c319b38e4eb964af7
Type fulltextMimetype application/pdf

Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 33 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 119 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-cite-them-right
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf