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Generation Z's attitude towards online privacy protection and data collection for personalized advertising
Kubiš, František ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
This Bachelor thesis looks at perception of the impact of personalised advertising on privacy protection of social networks users, namely Facebook and Instagram. In the theoretical part, therefore, the concept of privacy is first defined, generation Z is further characterized, and finally the business model of Facebook and Instagram, based on personalized advertising and data collection, is described. In the practical part of the work, in-depth interviews with representatives of the Czech generation Z are evaluated, and based on the data obtained, it is examined what awareness the Czech generation Z has about the functioning of personalized advertising, about the extent of related data collection, and finally about overall attitude and approach to the issue of online privacy is also examined.
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