University of Twente Student Theses
Consumer-centric advertising solutions : the panacea or fata morgana to all advertising worries?
Mutsaers, J. (2022) Consumer-centric advertising solutions : the panacea or fata morgana to all advertising worries?
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| Abstract: | With data breaches like the Cambridge Analytica scandal, internet users tend to have insufficient trust in online advertising intermediaries like Google and Facebook, and look for alternatives that put forward different online privacy and security standards, particularly, blockchain. Increasingly organizations can be detected that provide advertising solutions such as web browsers, that collect less personal data from internet users and provide more user-relevant ads. Since many organizations investigate alternative advertising solutions, examining the intention of internet users is essential. Research on applications that make use of blockchain technology in marketing is scarce. Current literature does not elaborate on the blockchain marketing integration and particular to alternative advertising solutions. Literature suggests that internet users are not familiar with or fail to understand blockchain technology and digital tokens, which likely decreases the level of trust in this type of solution. However, it has never been investigated if these adoption barriers exist. Thus, the goal of this research is to develop a model that explains the adoption process of a blockchain related marketing solution. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/93776 |
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