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Accepting a personalized advert – A Swedish study of the public’s opinion
University of Borås, Faculty of Librarianship, Information, Education and IT.
University of Borås, Faculty of Librarianship, Information, Education and IT.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Acceptering av en personlig annons – En svensk studie om allmänhetens åsikt (Swedish)
Abstract [en]

In recent years there has been an increase in attempts to further increase the efficiency with which advertisement help drive sales. The attempts have largely focused on personalizing adverts to make sure that every person that sees an advert has an interest in it. In order to make the adverts personal, a company needs information about their customer. This is a controversial subject and has as such become a hot topic in Sweden and cause for debate. The thesis reports on our research of what the general Swedish public feel about disclosing personal information. To do this we perform a survey totalling 107 responses and come to a conclusion that there is a need for transparency amongst companies in order for the advertisement to work efficiently.

Abstract [sv]

På senare år har man försökt sig på att effektivisera annonsering. Mestadels har dessa försök fokuserat på att rikta annonser mot enskilda personer, och på så sätt säkerställa att personen har ett intresse av annonsen. För att man ska ha möjligheten att personifiera en annons så behöver företaget information om konsumenten. Detta är en aning kontroversiellt och har dragit till sig en hel del uppmärksamhet i Sverige. Denna forskningsrapport fokuserar på vad den Svenska befolkningen anser om att dela med sig av sin personliga information. Vi har genomfört detta med hjälp av en enkätundersökning som 107 människor deltog i. Tillsammans kom vi fram till att det framför allt behövs genomskinlighet från företagen som använder sig utav personlig information, för att annonseringen ska fungera så bra som möjligt.

Place, publisher, year, edition, pages
2016. , 43 p.
Keyword [en]
Personal data, personalized marketing, advertisement
Keyword [sv]
Personlig data, Personifierad annonsering, Annonsering
National Category
Computer and Information Science
Identifiers
URN: urn:nbn:se:hb:diva-10459OAI: oai:DiVA.org:hb-10459DiVA: diva2:950576
Subject / course
Informatics
Supervisors
Examiners
Available from: 2016-08-02 Created: 2016-08-01 Last updated: 2016-08-02Bibliographically approved

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2015KANI09(1270 kB)254 downloads
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Type fulltextMimetype application/pdf

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Computer and Information Science

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf