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Increasing the effectiveness of personalized advertisements with nudges : the influence of social and informational nudges on perceived privacy concern and control for personalized advertisements on social networking sites.

Mensink, S.L.M. (2021) Increasing the effectiveness of personalized advertisements with nudges : the influence of social and informational nudges on perceived privacy concern and control for personalized advertisements on social networking sites.

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Abstract:Digital advertising sales represent more than half of the global ad sales. It has been proven that personalized advertisements are highly effective within the online environment because of its relevance for the customer. However, the effectiveness of these advertisements is highly dependent on privacy concern and control of the customer. This study aims to examine to what extent a social nudge and a data collection information nudge increase perceived privacy control and decrease perceived privacy concern. It will contribute to the field of digital marketing by examining whether nudges are promising aspects for the design of personalized advertisements. 189 adults participated in this 2 (social nudge vs. no social nudge) x 2 (data collection information nudge vs. no data collection information nudge) between-subjects design. Participants were exposed to one of the four personalized advertisements and filled in a questionnaire to find out to what extent the social nudge and data collection information nudge affected perceived privacy concern and control with the influence of general privacy concern. Results of this study showed that for increasing perceived privacy control, a social nudge should be integrated within the personalized advertisement. However, general privacy concern should be taken into account, since the social nudge had only an effect for participants with high general privacy concern. Marketeers could make use of the findings of this research to increase the effectiveness of their personalized advertisements.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/85971
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