Item

The Impact of Targeted Advertising on Consumers Behaviour and Ethical Concerns

Author
Elias Sahi
Year
2024
Publisher
LUT School of Business and Management
DOI/Link
View Source
Abstract
Targeted advertising is big part of the modern marketing. Almost every consumer on the internet have come across an ad that had been targeted to them. Can targeted ads be too intrusive to the point of changing your purchasing decisions to the better or worse. It also sparks a conversation about oneself privacy and how much there are information floating about that are being used without your knowledge. This thesis looks at how consumer behaviour and ethical issues in the digital age are affected by targeted advertising and how people perceive targeted ads. The thesis also examines how different ways of approaching and looking at targeted ads can effect on your perceived intrusiveness of said ad. This study uses a qualitative research method to examine how consumers' privacy concerns and decision-making processes are impacted by targeted advertising. The findings suggest varied consumer responses to targeted advertising, with interesting insights into their decision-making processes and privacy concerns. The findings indicated that
Language
English
Keywords
Advertising Literacy, Privacy and Data Protection, Media Ethics
Tags
Digital participation, Ethical communication

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