9783954040100 - Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context di Gröne, Nicole (8 risultati)

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Taschenbuch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The rush of marketing expenditures in the Internet has made effectiveness andefficiency increasingly relevant. In particular, online firms offering free content need to provide powerful marketing tools to advertisers to support their own business models. Behavioral targeting enables websites to selectively display advertisements to consumers according to their surfing profiles, making advertisements more relevant, and thereby increasing advertising revenues from websites. Consequently, it is often seen as a savior by online firms struggling to finance their free content. However, targeting can raise privacy concerns, leading to negative consumer reactions. Furthermore, there is increasing regulatory pressure for websites to inform surfers about targeting practices and provide them with opt-in or opt-out functions. Proactively addressing those challenges to sustain revenues from targeted advertising is highly important¿in particular for advertising-supported websites¿and requires systematic research. Such research, though, has to account for the fact that the profiling of consumers to increase advertising revenues raises ethical questions, especially because targeting often occurs without consumers¿ knowledge. This doctoral dissertation studies consumer privacy concerns with regard to online targeting practices. Specifically, it investigates how privacy concerns affect consumers¿ perceptions of targeted advertisements. Furthermore, building on social exchange theory, fairness norms, and previous research on consumer privacy concerns in related areas, such as direct mail and e-commerce, I develop tangible, managerial operational mechanisms to increase consumers¿ acceptance of targeting and improve consumers¿ perceptions of targeted advertisements. In order to ensure that these mechanisms are in line with principles of business ethics, I derive normative requirements for these mechanisms from integrative social contracts theory. 328 pp. Englisch.

Kartoniert / Broschiert. Condizione: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. KlappentextrnrnThe rush of marketing expenditures in the Internet has made effectiveness andnefficiency increasingly relevant. In particular, online firms offering free contentnneed to provide powerful marketing tools to advertisers to support t.

Taschenbuch. Condizione: Neu. This item is printed on demand - Print on Demand Titel. Neuware -The rush of marketing expenditures in the Internet has made effectiveness andefficiency increasingly relevant. In particular, online firms offering free content need to provide powerful marketing tools to advertisers to support their own business models. Behavioral targeting enables websites to selectively display advertisements to consumers according to their surfing profiles, making advertisements more relevant, and thereby increasing advertising revenues from websites. Consequently, it is often seen as a savior by online firms struggling to finance their free content. However, targeting can raise privacy concerns, leading to negative consumer reactions. Furthermore, there is increasing regulatory pressure for websites to inform surfers about targeting practices and provide them with opt-in or opt-out functions. Proactively addressing those challenges to sustain revenues from targeted advertising is highly important¿in particular for advertising-supported websites¿and requires systematic research. Such research, though, has to account for the fact that the profiling of consumers to increase advertising revenues raises ethical questions, especially because targeting often occurs without consumers¿ knowledge. This doctoral dissertation studies consumer privacy concerns with regard to online targeting practices. Specifically, it investigates how privacy concerns affect consumers¿ perceptions of targeted advertisements. Furthermore, building on social exchange theory, fairness norms, and previous research on consumer privacy concerns in related areas, such as direct mail and e-commerce, I develop tangible, managerial operational mechanisms to increase consumers¿ acceptance of targeting and improve consumers¿ perceptions of targeted advertisements. In order to ensure that these mechanisms are in line with principles of business ethics, I derive normative requirements for these mechanisms from integrative social contracts theory.Cuvillier Verlag, Nonnenstieg 8, 37075 Göttingen 328 pp. Englisch.

Taschenbuch. Condizione: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - The rush of marketing expenditures in the Internet has made effectiveness andefficiency increasingly relevant. In particular, online firms offering free content need to provide powerful marketing tools to advertisers to support their own business models. Behavioral targeting enables websites to selectively display advertisements to consumers according to their surfing profiles, making advertisements more relevant, and thereby increasing advertising revenues from websites. Consequently, it is often seen as a savior by online firms struggling to finance their free content. However, targeting can raise privacy concerns, leading to negative consumer reactions. Furthermore, there is increasing regulatory pressure for websites to inform surfers about targeting practices and provide them with opt-in or opt-out functions. Proactively addressing those challenges to sustain revenues from targeted advertising is highly important¿in particular for advertising-supported websites¿and requires systematic research. Such research, though, has to account for the fact that the profiling of consumers to increase advertising revenues raises ethical questions, especially because targeting often occurs without consumers¿ knowledge. This doctoral dissertation studies consumer privacy concerns with regard to online targeting practices. Specifically, it investigates how privacy concerns affect consumers¿ perceptions of targeted advertisements. Furthermore, building on social exchange theory, fairness norms, and previous research on consumer privacy concerns in related areas, such as direct mail and e-commerce, I develop tangible, managerial operational mechanisms to increase consumers¿ acceptance of targeting and improve consumers¿ perceptions of targeted advertisements. In order to ensure that these mechanisms are in line with principles of business ethics, I derive normative requirements for these mechanisms from integrative social contracts theory.

Taschenbuch. Condizione: Neu. Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context | Nicole Gröne | Taschenbuch | Kartoniert / Broschiert | Englisch | 2012 | Cuvillier | EAN 9783954040100 | Verantwortliche Person für die EU: Cuvillier Verlag, Nonnenstieg 8, 37075 Göttingen, info[at]cuvillier[dot]de | Anbieter: preigu Print on Demand.