The growth of digital marketing has poses a challenge in the area of online privacy and ethical conduct. Internet users in Indonesia, a country with with an immense amount of Internet users, have suffered from many online privacy threats such as personal data trading and online scams. As previous studies have shown that users’ online protective behaviors are influenced by their level of concerns, this study aims to investigate the users’ concerns about their online privacy, as well as the motivations, with a focus on the e-commerce sector. The study used a context-based questionnaire method developed based on IUIPC, to investigate the level of concern and the motivations, as well as statistical correlation analysis to measure the influence of privacy awareness and Internet knowledge towards privacy concerns. The study was distributed to adult Internet users in Indonesia that use the Internet for e-commerce and have a minimum education level of high school. The results revealed that in general eight out of ten users are concerned about their personal data online. Specifically, in the privacy concerns dimension of Control, Collection, and Awareness, the users are most concerned about having control over their data and the collection of identifiable information, but less concerned about the absence of privacy policy and the collection of non-identifiable information such as their views and interest. The biggest reason for the users to feel concerned is the worry of data misuse such as fraud, whereas the reasons to be less concerned include applying self-protection online behavior, trust in the services used, and acceptance of trade-off and control loss. Finally, only the awareness of online fraud has shown a significant correlation to the level of privacy concerns out of six privacy awareness and Internet knowledge items assessed. / Tillväxten av digital marknadsföring har inneburit en utmaning när det gäller sekretess online och etiskt uppförande. Internetanvändare i Indonesien, ett land med en enorm mängd internetanvändare, har drabbats av många integritetshot på nätet som handel med personuppgifter och bedrägerier online. Eftersom tidigare studier har visat att användarnas skyddsbeteende online påverkas av deras oro, syftar denna studie till att undersöka användarnas oro för deras online integritet, såväl som motivationerna, med fokus på e-handelssektorn. Studien använde en kontextbaserad frågeformulärmetod utvecklad baserad på IUIPC, för att undersöka graden av oro och motivationerna, samt statistisk korrelationsanalys för att mäta inverkan av integritetsmedvetenhet och internetkunskap mot integritetsproblem. Studien distribuerades till vuxna internetanvändare i Indonesien som använder internet för e-handel och som har en lägsta utbildningsnivå på gymnasiet. Resultaten avslöjade att åtta av tio användare i allmänhet är oroliga över sina personuppgifter online. Specifikt när det gäller integritetsfrågorna för kontroll, insamling och medvetenhet är användarna mest oroade över att ha kontroll över sina data och insamlingen av identifierbar information, men mindre oroade över avsaknaden av integritetspolicy och insamlingen av icke-identifierbar information såsom deras åsikter och intresse. Den största anledningen till att användarna känner sig oroliga är oro för datamissbruk såsom bedrägeri, medan skälen att vara mindre oroliga inkluderar att tillämpa självskyddande onlinebeteende, förtroende för de tjänster som används och acceptera avvägningar och kontrollförlust. Slutligen har endast medvetenheten om onlinebedrägerier visat en signifikant korrelation till nivån av integritetsproblem av sex sekretessmedvetenhet och internetkunskapsobjekt som bedömts.

Purpose: The purpose of this study is to investigate the different consumption attitudes of generation X & Y and their privacy concerns regards to company’s use of online behavior advertisement (hereafter referred to as OBA) Research questions: RQ1. What are the differences in consumption behavior between generations X and Y regarding the effect of OBA? RQ2. What are the differences between Generation X & Y regarding privacy concerns about OBA? Method: Due to this thesis’s purpose and research questions, a quantitative method was chosen which investigated 3 hypotheses that are used to answer the purpose and research questions. The survey was distributed through Facebook and led to the respondent group consisting of 281 respondents from both generations X & Y. The answers were analyzed by using t-tests in IBM SPSS 26. Conclusion: This thesis concluded that there is a significant difference between generation X & Y. Generation Y are less concerned about their privacy and have a more positive view of personalized content. Generation Y is more likely to click on advertisements that come up for them as well as appreciating adapted advertisements. This could explain why OBA has gained increased interest over the years from marketers and companies. The results also indicated that a majority never clear their web browser from cookies which is one of the cornerstones for OBA to work, which may indicate that both generations want customized content when using the internet and social media

Purpose: The purpose of this explanatory study was to explain how contextual targeting affects customer attitudes, privacy concerns, trust, and loyalty.  Literature Review: The reviewed literature included concepts that are important within the banking market. Such as attitude (cognitive, affective, and conative), privacy concerns, trust, and loyalty. Based on the literature review the authors proposed six hypotheses that together formed the research model.  Methodology: A positivistic and deductive research approach was adopted in the form of a quantitative research design. Primary data was collected through an online questionnaire created in Google Forms which generated a total of 132 responses. Descriptive statistics, Cronbach’s alpha, and Pearson's correlation stood as a basis to analyze and interpret the data. Lastly, regression analysis was conducted in order to address the authors' proposed hypotheses stemming from the literature review.  Findings: The study found that contextual targeting had a significant positive effect on the three components of attitudes, cognitive, affective, and conative. Contextual targeting did not have a significant positive effect on privacy concerns, rather a negative effect in this study. Trust and loyalty were significantly positively affected by contextual targeting. The findings implied that contextual targeting positively affected visibility, awareness, preferences among customers of banks as well as their final purchase decision. Also, that contextual targeting affected trust and loyalty towards banks positively implying the positive aspects of utilizing the marketing strategy.  Keywords - Contextual targeting, Attitudes, Cognitive, Affective, Conative, Privacy concerns, Trust, Loyalty

Mer och mer konsumentdata blir tillgängligt för marknadsförare vilket öppnar upp för individanpassad marknadsföring (IM) riktad mot konsumenter. Syftet med denna studie har varit att undersöka hur attityden till påverkas av personlig integritet samt hur attityden till IM skiljer sig mellan individer. Genom sju intervjuer med individer från Generation Y som har växt upp i linje med digitaliseringen och har tidigare erfarenhet av individanpassad marknadsföring, samlades information in som senare tolkades och analyserades. Studien påvisar att attityden till IM kan påverkas av personlig integritet på olika sätt, till exempel när individen inte är medveten om att datan har använts. Vidare visar studien att attityden till IM kan skilja sig mellan individer beroende på hur relevant ett meddelande är för mottagaren.

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Smoking is the leading preventable cause of death, and smoking during pregnancy can lead to significant health complications for both the mother and developing child. In the Appalachian region of East Tennessee, pregnancy smoking rates are as high as 40% in some counties which is almost 4 times the national average. Weight and body image concerns have previously been identified as variables contributing to maintenance of smoking behavior. The current study was designed to examine the relationship between prepregnancy weight and body image concerns and smoking status at third trimester. Participants included 172 pregnant women who smoke. Women were recruited via Ob/GYN and Family Practice offices throughout East Tennessee and participating in the research arm of the Tennessee Intervention for Pregnant Smokers. Prepregnancy weight and body image concerns were assessed during first trimester via the Weight Concern Scale and Body Image Concern Inventory. Smoking status was collected at third trimester via self-report. At third trimester, 20% of participants reporting quitting since their first trimester visit. Logistic regression analyses revealed that education and weight concerns played a significant role in whether women chose to quit during pregnancy. Women with higher education were less likely to continue smoking (OR=.601, 95% CI .43-83, p=.003) and women reporting higher weight concerns were more likely to continue smoking (OR=1.67, 95% CI 1.23-2.27, p=.001). Beliefs about the weight control properties of cigarettes may play an important role in the decision to continue to smoke. These findings suggest the importance of assessing weight concerns and discussing weight gain with pregnant women who smoke in an effort to facilitate successful cessation.

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