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Personalized Marketing: A Consumer's Perspective on the Benefits and Invasions of Privacy
Demitrovičová, Lenka ; Vranka, Marek (advisor) ; Rosenfeldová, Jana (referee)
The aim of the bachelor's thesis was to find out the consumer's view of personalized advertising, with a focus on the perception of privacy invasion. The work is divided into a theoretical and a practical part. The theoretical part first describes online marketing and its forms. Subsequently, personalized marketing is defined, focusing on its usefulness, criticism and explanation of the personalization privacy paradox. The last part of the theoretical part is focused on online privacy, related issues and the importance of trust and transparency in this industry. In the practical part, the goal of the work was to find out what positives and negatives consumers perceive in personalized advertising, while semi-structured interviews were also focused on their view of privacy violations and specific forms of personalization.
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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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Gender Aspects of the Perception of Privacy on Instagram Social Network
Švandová, Dominika ; Reifová, Irena (advisor) ; Miessler, Jan (referee)
Qualitative research thesis explores the topic of online privacy, adding a gender perspective to the existing body of knowledge. Based on a thematic analysis of interviews with fifteen men and fifteen women, it provides insights into the gender specificities of the perception of privacy on Instagram social network. Social networks, privacy and related gender aspects are first discussed from a theoretical perspective. The methodological part then presents the chosen methods for conducting the actual research. Presented in the analytical part, the results of the analysis of the data from the qualitative interviews provide an understanding of which topics women and men perceive as personal and what strategies they adopt to protect and regulate their privacy. Furthermore, they describe how men and women perceive the privacy threats and the audience of their Instagram profiles. Finally, insights into what they themselves claim to influence their attitudes on these topics are also included. Gender specificities were found particularly in relation to sharing photos of oneself and using anonymity as a means of regulating privacy. Men and women also expressed different concerns about breaches of their privacy, among other things, in relation to unwanted surveillance by authorities, which was problematic for women in...
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Behavioral Targeting of Advertising on Internet
Uhrová, Kateřina ; Stříteský, Václav (advisor) ; Koudelka, Jan (referee)
The goal of the diploma thesis is to analyze the situation of behavioral targeted advertising in the Czech Internet market, assess its potential in the future and evaluate the effectiveness of behavioral targeting on the Czech market. This thesis is focused first on the Internet advertising market, media planning, explanation of selected targeting approaches and on detailed description of the behaviorally targeted ads including the online privacy issue. In the practical part analysis of the behavioral targeted advertising on the Czech market through expert interviews and evaluation of the effectiveness of behavioral targeting on an example of an advertising campaign of selected company is to be found.
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