The Internet and the growth of Information Technology (IT) and their enhanced capabilities to collect personal information have given rise to many privacy issues. Unauthorized access of personal information may result in identity theft, stalking, harassment, and other invasions of privacy. Information privacy concerns are impediments to broad-scale adoption of the Internet for purchasing decisions. Computer self-efficacy has been shown to be an effective predictor of behavioral intention and a critical determinant of intention to use Information Technology. This study investigated the relationship between an individual's computer self-efficacy and information privacy concerns; and also examined the differences among different age groups and between genders regarding information privacy concerns and their relationships with computer self-efficacy. A paper-based survey was designed to empirically assess computer self-efficacy and information privacy concerns. The survey was developed by combining existing validated scales for computer self-efficacy and information privacy concerns. The target population of this study was the residents of New Jersey, U.S.A. The assessment was done by using the mall-intercept approach in which individuals were asked to fill out the survey. The sample size for this study was 400 students, professionals, and mature adults. The Shapiro-Wilk test was used for testing data normality and the Spearman rank-order test was used for correlation analyses. MANOVA test was used for comparing mean values of computer self-efficacy and information privacy concerns between genders and among age groups. The results showed that the correlation between computer self-efficacy and information privacy concerns was significant and positive; and there were differences between genders and among age groups regarding information privacy concerns and their relationships with computer self-efficacy. This study contributed to the body of knowledge about the relationships among antecedents and consequences of information privacy concerns and computer self-efficacy. The findings of this study can help corporations to improve e-commerce by targeting privacy policy-making efforts to address the explicit areas of consumer privacy concerns. The results of this study can also help IT practitioners to develop privacy protection tools and processes to address specific consumer privacy concerns.

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.

2020 and 2021 were shocking years for advertising and digital marketing since both Apple and Google announced that they would limit third-party tracking. Google and Apple’s news created turmoil in the marketing business sector since advertisers no longer will be able to target and track the success of their digital ads as efficiently and effectively. In addition, there will be significant changes in the industry since these new privacy rules mean that there will be an inability of personalisation and just-in-time targeting for digital marketing, and advertisers have dubbed this situation the “adpocalypse.”  Both secondary and primary data were collected to answer the research question, how have the new privacy rules and regulations impacted the different steps of the AIDA model in digital media planning for digital advertising. Secondary data has been collected from business journals and academic journals, and the primary data has been collected through in-depth interviews. Further, the research is exploratory and explores the research question to give the reader a greater understanding of the subject area.   The following can be concluded from the research. Internet privacy rules and regulations will impact awareness, and it will be more challenging for companies to create awareness for their product offerings. Awareness will be heavily built on brand recognition, and the strategies for this step will revert to more traditional methods.  Interest would be affected since companies no longer will be able to follow up on their communication strategies as effectively. This research showed that the further down the company’s sales funnel, the more impacted the strategies. Further, desire would be more challenging for companies to create since retargeting, just-in-time targeting, and micro-targeting would no longer be possible in the same manner. Lastly, since action results from desire, this step would be heavily impacted.

Yes / Location-based advertising is an entrepreneurial and innovative means for advertisers to reach out through personalised messages sent directly to mobile phones using their geographic location. The mobile phone users' willingness to disclose their location and other personal information is essential for the successful implementation of mobile location-based advertising (MLBA). Despite the potential enhancement of the user experience through such personalisation and the improved interaction with the marketer, there is an increasing tension between that personalisation and mobile users' concerns about privacy. While the privacy calculus theory (PCT) suggests that consumers make privacy-based decisions by evaluating the benefits any information may bring against the risk of its disclosure, this study examines the specific risks and benefits that influence consumers' acceptance of MLBA. A conceptual model is proposed based on the existing literature and a standardised survey was developed and targeted at individuals with known interests in the subject matter. From these requests, 252 valid responses were received and used to evaluate the key benefits and risks of MLBA from the users' perspectives. While the results confirmed the importance of internet privacy concerns (IPC) as an important determinant, they also indicate that monetary rewards and intrusiveness have a notably stronger impact on acceptance intentions towards MLBA. Intrusiveness is the most important risk factor in determining mobile users' intentions to accept MLBA and therefore establishing effective means of minimising the perceived intrusiveness of MLBA can be expected to have the greatest impact on achieving effective communications with mobile phone users.

Submitted by Bruna Oliveira (brunamiyuki@gmail.com) on 2017-08-29T17:05:38Z No. of bitstreams: 1 Tese_versãofinal.pdf: 3842360 bytes, checksum: 086bcf268fcb7702a198316e866fa6a2 (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2017-08-29T19:48:14Z (GMT) No. of bitstreams: 1 Tese_versãofinal.pdf: 3842360 bytes, checksum: 086bcf268fcb7702a198316e866fa6a2 (MD5) / Made available in DSpace on 2017-08-30T13:07:01Z (GMT). No. of bitstreams: 1 Tese_versãofinal.pdf: 3842360 bytes, checksum: 086bcf268fcb7702a198316e866fa6a2 (MD5) Previous issue date: 2017-07-31 / A privacidade de informações na internet é uma das maiores preocupações advindas da ascensão da web 2.0. Entretanto, cada vez é mais comum a requisição e manejamento de dados pessoais por empresas que, por meio de Sistemas de Recomendação (SR), visam garantir aos usuários serviços ou produtos personalizados às suas necessidades. Porém, frequentemente os consumidores enfrentam um paradoxo de privacidade-personalização, pois precisam conceder informações, mas temem como elas serão utilizadas pelas empresas. O uso incoerente de tais dados pode dar ao indivíduo a sensação de que sua liberdade está sendo cerceada, levando-o a reagir de maneira diversa da intenção do sistema. Trata-se, efetivamente, de um efeito bumerangue, entendido como uma resposta oposta à ameaça de sua liberdade na web. Tendo em vista que a literatura de SI explora de maneira insuficiente os efeitos da percepção de intrusão na disposição em revelar informações, sobretudo por meio da teoria da reatância psicológica – de onde advém o efeito bumerangue – o objetivo desta pesquisa foi verificar como a percepção dos usuários sobre a intrusão do Sistema de Recomendação pode afetar a sua disposição em revelar suas informações. Foram realizados dois experimentos, sendo um nos Estados Unidos e outro no Brasil, com amostras válidas de 213 e 237 participantes, respectivamente. Para isto, foi desenvolvido um protótipo de Sistema de Recomendação Experimental na plataforma Qualtrics. As técnicas utilizadas para análise de dados foram a análise de variância de um fator (one-way ANOVA) e a análise de covariância (ANCOVA). Dentre os resultados obtidos, demonstrou-se o efeito bumerangue do SR, pois quanto maior o nível de intrusão do SR, menor a disposição para revelar suas informações; verificou-se a existência de apenas dois níveis de intrusão percebida pelo usuário; foi constatado o impacto das preocupações de privacidade na internet na relação entre percepção de intrusão e disposição em revelar suas informações, além da uniformidade no comportamento entre as duas amostras. Com base nos resultados, espera-se que desenvolvedores de SR e empresas que os utilizam evitem futuros efeitos bumerangue em suas recomendações, o que afugentaria um potencial cliente. / Information privacy on internet is one of the biggest concerns that arise with web 2.0. However, it is increasingly common for companies that use Recommendation Systems (RS) the request and manage of personal data aiming to guarantee personalized services or products to the users. However, consumers often face a privacy-personalization paradox because they need to provide information, but fear how companies will use it. Incoherent use of such data can give to the individual the feeling that their freedom is being curtailed, causing reactions differently than the system’s intention. It is a boomerang effect, understood as an opposed response to the threat of its freedom on the web. Considering that the IS literature insufficiently explores the effects of the perception of intrusion on the willingness to disclose information, especially through the theory of psychological reactance – where the boomerang effect comes from – the objective of this research is to verify how the users' perception of the intrusion of the Recommendation System may affect your willingness to disclose your information. Two experiments were conducted in the United States and Brazil, with valid samples of 213 and 237 participants, respectively. A prototype of an Experimental Recommendation System (ERS) was developed on the Qualtrics platform. The techniques used for data analysis were the analysis of one-way variance (one-way ANOVA) and covariance analysis (ANCOVA). Among the results, the boomerang effect of RS was demonstrated, because the higher the level of SR intrusion, the less is the willingness to disclose its information. It was verified the existence of only two levels of intrusion perceived by the user. The impact of Internet privacy concerns on the relationship between perception of intrusion and willingness to disclose information was verified, as well as the behavioral indifference between the two samples. Based on the results, RS developers and companies that use them are expected to avoid future boomerang effects in their recommendations, which would scare away a potential customer.