<p>The current information society is collecting information about individual needs, wants and desires continuously with the help of new technologies. Information systems, such as consumer relationship management (CRM) have a crucial importance when providing personalized services to the customers. This is done by gathering, storing, maintaining and distributing important consumer knowledge throughout the organization. (Chen & Popovich, 2003) However as previous studies have shown, consumers are becoming increasingly concerned about threats to their personal privacy when new technologies are integrated into the society (e.g. Cranor et al, 1999; Kervenoael et al, 2007). As these emerging issues are becoming more common in the consumers’ daily lives, it is of great importance to discover their perceptions about it. Hence, the purpose of this study is to examine the consumers’ perception about their privacy and how they affiliate with their personal information being processed in various organizations.</p><p>The theoretical framework suggests that several factors affects the consumers comfort in sharing personal information to companies, such as the physical environment of the organization, which type of information that is shared, what organization that stores and uses the information, the psychological distance the actors have to each other and how much control the consumers have over the use of their personal information. A selfadministered questionnaire was used to collect the data. The results showed that the majority of the respondents were concerned about the information that is gathered about them, which further emphasises the importance of this study. It was evident that the respondents were more willing to provide demographic and lifestyle information, rather than financial and purchase related information. The results also showed a variation depending on which organization that is considered. The various organizations were categorized into four different groups; Intimate distance, personal distance, social distance and public distance, depending on the respondents’ perceived comfort in sharing their personal information with them.</p><p>Some significant differences were observed between the various demographic groups as well. One of the findings indicates that men appear to be more comfortable in sharing their personal information to certain companies in comparison to women, due to a higher intellectual risk-propensity. It is argued that the consumers concern for privacy is an important issue to consider for companies. In order to maintain a strong relationship with their customers it should be integrated as an essential part of their CRM-strategies to make their information gathering techniques more efficient.</p>

The current information society is collecting information about individual needs, wants and desires continuously with the help of new technologies. Information systems, such as consumer relationship management (CRM) have a crucial importance when providing personalized services to the customers. This is done by gathering, storing, maintaining and distributing important consumer knowledge throughout the organization. (Chen &amp; Popovich, 2003) However as previous studies have shown, consumers are becoming increasingly concerned about threats to their personal privacy when new technologies are integrated into the society (e.g. Cranor et al, 1999; Kervenoael et al, 2007). As these emerging issues are becoming more common in the consumers’ daily lives, it is of great importance to discover their perceptions about it. Hence, the purpose of this study is to examine the consumers’ perception about their privacy and how they affiliate with their personal information being processed in various organizations. The theoretical framework suggests that several factors affects the consumers comfort in sharing personal information to companies, such as the physical environment of the organization, which type of information that is shared, what organization that stores and uses the information, the psychological distance the actors have to each other and how much control the consumers have over the use of their personal information. A selfadministered questionnaire was used to collect the data. The results showed that the majority of the respondents were concerned about the information that is gathered about them, which further emphasises the importance of this study. It was evident that the respondents were more willing to provide demographic and lifestyle information, rather than financial and purchase related information. The results also showed a variation depending on which organization that is considered. The various organizations were categorized into four different groups; Intimate distance, personal distance, social distance and public distance, depending on the respondents’ perceived comfort in sharing their personal information with them. Some significant differences were observed between the various demographic groups as well. One of the findings indicates that men appear to be more comfortable in sharing their personal information to certain companies in comparison to women, due to a higher intellectual risk-propensity. It is argued that the consumers concern for privacy is an important issue to consider for companies. In order to maintain a strong relationship with their customers it should be integrated as an essential part of their CRM-strategies to make their information gathering techniques more efficient.

Digital tools are rapidly evolving (Quach et al. 2022), and this is a contributing factor to the increase in breaches of consumer privacy. This creates a need to understand how consumers relate to marketing using Artificial Intelligence (AI) and personal information to enable personalization (Kumar et al. 2019). AI can generate benefits both for marketers and consumers. It is also used in personal marketing by collecting and managing data in order to make decisions (Huang &amp; Rust 2021a). In contrast, the privacy risks associated with AI are when data is collected without consent and AI systems draw conclusions from individual customer data or interaction data with other consumers (Hermann 2022). There is a need to understand how consumers relate to personal information being used in marketing. For this reason, a qualitative study is being conducted on consumer privacy in relation to the use of AI in digital marketing and how the approach differs between different generations. The study is based on theories to analyze the data collection from interviews to be able to answer the research question. The theories are used to form key concepts that are the basis for a thematic analysis.  The conclusions show that AI can contribute to influence consumer behavior and that there are differences as well as similarities in the generations' approach to digital marketing and AI. Participants in the study have a negative perspective on the subject, while at the same time, some respondents state that personal marketing is preferred. In addition to this, it appears in the study that all participants have insufficient knowledge of how to assess risks when providing personal information, and that they share a concern of AI managing their personal information. The reasons differ depending on the generation of the participants. / Digitala verktyg genomgår, och har under en tid genomgått en snabb utveckling (Quach et al. 2022), och det är en bidragande faktor till att överträdelser på konsumenters integritet ökar. Detta ger ett växande behov av att förstå hur konsumenter förhåller sig till att marknadsföring använder Artificiell Intelligens (AI) och personlig information för att möjliggöra personalisering (Kumar et al. 2019). AI kan generera fördelar för både marknadsförare och kunder. Det används även inom personlig marknadsföring genom att samla in och hantera data för att kunna ta beslut (Huang &amp; Rust 2021a). De integritetsrisker som finns kopplade till AI är däremot när data samlas in utan samtycke och AI-system drar slutsatser från individuella kunddata eller interaktionsdata med andra kunder (Hermann 2022). Här finns ett ökat behov av att förstå hur konsumenter förhåller sig till att personlig information används i marknadsföring. Av denna anledning genomförs en kvalitativ studie om konsumenters integritet i samband med AI i digital marknadsföring, samt hur förhållningssättet skiljer mellan olika generationer.   Studien utgår från teorier för att analysera datainsamlingen med hjälp av semistrukturerade intervjuer för att därefter kunna besvara forskningsfrågan. Teorierna används för att ta fram värdebegrepp som ligger till grund för en tematisk analys.   Slutsatserna visar på att AI kan bidra med påverkan på konsumentbeteenden och att det finns skillnader samt likheter i generationernas förhållningssätt till digital marknadsföring och AI. Deltagare i studien förhåller sig negativt till ämnet, samtidigt som vissa respondenter framför att personlig marknadsföring föredras. Utöver detta framkommer det i studien att samtliga deltagare har otillräckliga kunskaper för hur de ska bedöma risker när de ska tillhandahålla personlig information, samt att de delar en oro av att AI hanterar deras information, däremot skiljer sig orsakerna beroende på deltagarnas ålder och generation.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-05-11T17:57:44Z No. of bitstreams: 1 Gisele De Lourdes Friso Santos Gaspar.pdf: 19992252 bytes, checksum: 46db54402fe5d442bd7a0c7d243bf138 (MD5) / Made available in DSpace on 2016-05-11T17:57:44Z (GMT). No. of bitstreams: 1 Gisele De Lourdes Friso Santos Gaspar.pdf: 19992252 bytes, checksum: 46db54402fe5d442bd7a0c7d243bf138 (MD5) Previous issue date: 2014-08-08 / This research aims to study the fundamental right to privacy in cyberspace, especially in consumer relations. It analyzes the effectiveness of fundamental rights in relations between individuals and the social function of company liability that is related of off-balance sheet consumer detriment. This analysis is made from punitive damages perspective. The traditional point of view states that fundamental rights are effective only in opposition to the State. However, from the 1950s this view has changed, going to check the effectiveness of these rights in relations between individuals. From another hand, the phenomenon of functionalism of the law has been growth, since the institutes of law are seen today not only by their structure but by their external relationship. By merging of these two current law visions it is possible to notice that the liability has a social function - especially when facing injuries to the right to privacy of the consumer, which is the vulnerable part of the legal relationship. The Internet revolution promoted in society is well known as well as the way people exchange information and data, facilitating communication. However, in the same way it has facilitated the relationships between people, it caused problems not previously encountered such as high privacy exposure of the consumers. The high growth electronic commerce, in larger proportions than the old means of trade, also caused the multiple problems, especially in how consumer data is protected (or exposed) in cyberspace. Due to these issues, the challenges of this research is to reconcile the right to privacy in cyberspace consumer relations as well as to determine, in accordance with current legislation, the corporate responsibility regarding the safety of consumer data. In case of injury to the consumer, this work analyses how the social function of civil liability – as a negative sanction - is able to generate positive behavioral changes, especially focused to prevent further injury. / Esta pesquisa tem por finalidade o estudo do direito fundamental à privacidade no espaço virtual, especialmente nas relações de consumo. Analisa-se a eficácia dos direitos fundamentais nas relações entre particulares e a função social da responsabilidade civil da empresa em relação a danos extrapatrimoniais causados ao consumidor, sob a ótica dos danos punitivos. A visão tradicional é de que os direitos fundamentais têm eficácia apenas em oposição ao Estado. Entretanto, a partir da década de 1950, essa visão modificou-se, passando-se a verificar a eficácia desses direitos nas relações entre particulares. Por outro ladp, o fenômeno da funcionalização do direito vem ocorrendo de forma crescente, posto que os institutos de direito são hoje vistos também por sua função – relação externa – e não apenas por sua estrutura. Conciliando essas duas visões atuais do direito, pode-se verificar que a responsabilidade civil possui uma função social, especialmente quando se está diante de lesões ao direito à privacidade do consumidor, que é a parte vulnerável na relação jurídica. É de conhecimento notório a revolução que a Internet promoveu na sociedade e na forma como as pessoas trocam informações e dados, facilitando a comunicação. Entretanto, da mesma forma que facilitou as relações entre pessoas, trouxe problemas antes não enfrentados, como a extrema exposição da privacidade das dos consumidores. Também o aumento vertiginoso do comércio eletrônico, em proporções maiores do que os antigos meios de comércio, fez com que os problemas se multiplicassem, sobretudo na forma como os dados dos consumidores são protegidos (ou expostos) no espaço virtual. Em razão dessas questões verificadas, o desafio proposto nesta pesquisa é conciliar o direito à privacidade nas relações de consumo ocorridas no espaço virtual e apurar, de acordo com a legislação vigente, a responsabilidade da empresa em relação à segurança dos dados dos consumidores. Havendo lesões ao consumidor, analisa-se a forma como a função social da responsabilidade civil, sendo uma sanção negativa, é capaz de gerar mudanças positivas de comportamento, especialmente para prevenir novas lesões.

Den digital utvecklingen har gjort att vi idag rör oss i digitala miljöer för att jobba, kommunicera, söka information, shoppa och underhållas. Företag kan idag kan spara, kartlägga, mäta och analysera privatpersoners aktiviteter online vilket ställt högre krav på näringsidkare att hantera denna personliga information korrekt. Ett exempel på detta är GDPR som infördes under 2018. Lagen har lyft frågan om integritet online och gjort gemene man mer medveten om informationsinsamlingen som pågår runt oss då företagen är skyldiga att informera om den. Syftet med denna studie är att se hur två olika grupper, de generationer som har växt upp med internet sen barnsben gentemot de generationer som har tagit till sig internet vid vuxen ålder, resonerar kring integritet online. Vi vill se vilka skillnader/likheter som finns mellan grupperna, ifall det finns faktorer utöver ålder som är avgörande och ifall det finns någon paradox mellan åsikter och agerande i praktiken. I slutändan ämnar vi kunna ge praktiska råd kring hur företag ska kunna hantera konsumenternas integritet online. För att undersöka detta har vi studerat tidigare forskning på området samt gjort fem djupintervjuer inom vardera grupp. Den teoretiska referensramen innehåller teorier om the privacy paradox, medvetenhet kring informationsinsamling, Communication Privacy Management och Customer Relationship Management. Även GDPR och riktad marknadsföring behandlas, vilket sammantaget har ställs i relation till det insamlade materialet från respondenterna. Därefter har vi besvarat vår problemformulering: “Hur resonerar generation digital natives i jämförelse med generation pre-internet kring företags hantering av deras integritet online?” Resultatet av studien visar att det viktigaste för bägge respondentgrupper var att det finns ett relevant och tydligt syfte för att de ska delge sin information, samt ifall de får någon typ av kompensation. Den största skillnaden gick att se i deras delgivningsnormer, där den yngre respondentgruppen kände större press att dela med sig på social media och därmed indirekt till företag. Den mest framstående skillnaden på individnivå gällde medvetenhet kring insamling, där det varierade från respondent till respondent. Bägge grupperna känner dock en oro inför framtiden, då de ofta känner sig övervakade online. Denna oro härleds ur en känsla av maktlöshet och okunskap kring hur de kan skydda sin data. I spår av maktlösheten har många skapat sig en fabricerad trygghet där de i brist på kunskap istället hoppas på att de ska skyddas av lagar, regleringar och att vara “en i mängden”. Utifrån våra slutsatser rekommenderar vi företag att informera konsumenterna när och varför insamling sker, ge kompensation i någon form samt skydda den data de innehar.

Consumers of digital contents are empowered with numerous technologies allowing them to produce perfect copies of these contents and distribute them around the world with little or no cost. To prevent illegal copying and distribution, a technology called Digital Rights Management (DRM) is developed. With this technology, consumers are allowed to access digital contents only if they have purchased the corresponding licenses from license issuers. The problem, however, is that those consumers are not allowed to resell their own licenses- a restriction that goes against the first-sale doctrine. Enabling a consumer to buy a digital license directly from another consumer and allowing the two consumers to fairly exchange the license for a payment are still an open issue in DRM research area. This thesis investigates existing security solutions for achieving digital license reselling and analyses their strengths and weaknesses. The thesis then proposes a novel Reselling Deal Signing (RDS) protocol to achieve fairness in a license reselling. The idea of the protocol is to integrate the features of the concurrent signature scheme with functionalities of a License Issuer (LI). The security properties of this protocol is informally analysed and then formally verified using ATL logic and the model checker MOCHA. To assess its performance, a prototype of the RDS protocol has been developed and a comparison with related protocols has been conducted. The thesis also introduces two novel digital tokens a Reselling Permission (RP) token and a Multiple Reselling Permission (MRP) token. The RP and MRP tokens are used to show whether a given license is single and multiple resalable, respectively. Moreover, the thesis proposes two novel methods supporting fair and secure digital license reselling. The first method is the Reselling Deal (RD) method which allows a license to be resold once. This method makes use of the existing distribution infrastructure, RP, License Revocation List (LRL), and three protocols: RDS protocol RD Activation (RDA) protocol, and RD Completion (RDC) protocol. The second method is a Multiple License Reselling (MLR) method enabling one license to be resold N times by N consumers. The thesis presents two variants of the MLR method: RRP-MR (Repeated RP-based Multi-Reselling) and HC-MR (Hash Chain-based Multi-Reselling). The RRP-MR method is designed such that a buyer can choose to either continue or stop a multi-reselling of a license. Like the RD method, the RRP-MR method makes use of RP, LI, LRL, and the RDS, RDA, and RDC protocols to achieve fair and secure reselling. The HC-MR method allows multiple resellings while keeping the overhead on LI at a minimum level and enable a buyer to check how many times a license can be further resold. To do so, the HC-MR utilises MRP and the hash chain cryptographic primitive along with LRL, LI and the RDS, RDA and RDC protocols. The analysis and the evaluation of these three methods have been conducted. While supporting the license reselling, the two methods are designed to prevent a reseller from (1) continuing using a resold license, (2) reselling a non-resalable license, and (3) reselling one license a unauthorised number of times. In addition, they enable content owners of resold contents to trace a buyer who has violated any of the usage rights of a license bought from a reseller. Moreover, the methods enable a buyer to verify whether a license he is about to buy is legitimate for re-sale. Furthermore, the two methods support market power where a reseller can maximise his profit and a buyer can minimise his cost in a reselling process. In comparison with related works, our solution does not make use of any trusted hardware device, thus it is more cost-effective, while satisfying the interests of both resellers and buyers, and protecting the content owner's rights.