As a consequence of the exposure of scandals involving targeted advertising and data collection, privacy concerns have arisen among users of social media, in particular Facebook. Previous research studies demonstrate that consumers have little knowledge about online behavioural advertising and hold misconceptions about it. According to a recent study by Internetstiftelsen (2021), 85% of Swedish internet users are concerned about big companies collecting data about them, and most people are unaware of the extent to which their online behaviour and activities are monitored. This study aims to examine how Swedish users on Facebook experience the platform's advertisements that are tailored to them. Moreover, this study also explores users’ privacy concerns in relation to advertising on the platform. To implement this study, qualitative interviews have been carried out with eight respondents in the age group 30-50 years of age. The interviews were transcribed and analysed using thematic analysis to answer the study’s research questions. The theoretical frameworks that have been implemented in this study are the “Big brother effect”, the panopticon effect and the digital panopticon. These concepts about surveillance have been complemented by previous research on algorithmic decision-making technologies, privacy concerns, perceptions about targeted advertising and personalisation. Based on the conducted interviews in this study, the results show that Swedish people between the ages of 30-50 years feel that they are being monitored on the platform and this, in turn, raised concerns about a violation of privacy among some of the users, in particular when they feel that Facebook monitors private conversations or intercept them. Participants in this study are more concerned about how much and what data Facebook collects rather than data being utilised for commercial purposes. The result further showed that most of the respondents do not read Facebook's terms and policies even though they claim that they do not trust Facebook with their personal information. Users in this study experience that there is too much advertising on Facebook, while also finding it more pleasant and preferable to get ads that are based on their interests and behaviour rather than receiving randomised ads. / Som en följd av att skandaler med riktad reklam och datainsamling avslöjats har det uppstått oro kring integriteten bland användare på sociala medier, särskilt på Facebook. Tidigare forskningsstudier visar att konsumenterna har lite kunskap om beteendestyrd reklam på nätet och har felaktiga uppfattningar om den. Enligt en nyligen genomförd undersökning från Internetstiftelsen (2021), är 85% av svenska internetanvändare oroliga över att stora företag samlar in uppgifter om de och de flesta är omedvetna om i vilken utsträckning deras beteende och aktiviteter på nätet övervakas. Den här studien syftar till att undersöka hur svenska användare på Facebook upplever plattformens annonser som är skräddarsydda för dem. Vidare undersöker denna studie även användarnas oro för integritet i relation till reklam på plattformen. För att genomföra denna studie har kvalitativa intervjuer genomförts med åtta respondenter i åldersgruppen 30-50 år. Intervjuerna transkriberades och analyserades med hjälp av tematisk analys för att besvara studiens forskningsfrågor. De teoretiska ramverk som har implementerats i denna studie är "Big brother-effekten", panoptikon-effekten och det digitala panoptikonet. Dessa begrepp om övervakning har kompletterats med tidigare forskning om algoritmiskt beslutsfattande teknologier, oro för integritet, uppfattningar om riktad reklam och personlig marknadsföring. Baserat på de genomförda intervjuerna i den här studien visar resultaten att svenskar i åldrarna 30-50 år känner att de övervakas på plattformen och detta i sin tur väckte oro för kränkning av integriteten hos vissa av användarna, särskilt när de känner att Facebook övervakar privata samtal eller avlyssnar dem. Respondenterna i denna studie är mer oroade över hur mycket och vilka uppgifter Facebook samlar in snarare än att uppgifterna används i kommersiella syften. Vidare visade resultatet att de flesta av de tillfrågade inte läser Facebooks villkor och policyer trots att de hävdar att de inte litar på Facebook när det gäller deras personliga information. Användarna i denna studie upplever att det ibland blir för mycket reklam på Facebook, samtidigt som de tycker att det är bättre att få annonser som är baserade på deras intresse och beteende snarare än att få slumpmässiga annonser.

Utvecklingen av tekniken sker i snabb takt vilket gör att människors vetskap om OBA inte alltid hänger med, inte heller lagar och regler som ska skydda deras integritet. Därför är det intressant att undersöka hur effektiv marknadsföringstypen OBA är beroende av konsumenternas medvetenhet om fenomenet. Syftet är att analysera hur hög, respektive låg medvetenhet hos konsumenter om online behavioral advertising påverkar deras köpintentioner, med fokus på Generation Ys uppfattningar. Denna studie visar på samband mellan lägre medvetenhet om OBA och högre köpintentioner. Lägre medvetenhet om denna typ av marknadsföring förknippas även med en högre oro kring integriteten. / The development of technology takes place at a rapid pace, which means that people's knowledge of OBA does not always keep up, nor laws and regulations that supposed to protect their privacy. Therefore, it is interesting to investigate how effective online behavioral advertising is as a marketing strategy, based on consumers’ awareness of the phenomenon. The purpose is to analyze how a high and a low level of consumers’ awareness about OBA affects their purchase intentions, focusing on Generation Y’s perceptions.This paper reveals a connection between lower awareness of OBA and higher purchase intentions. Even a higher concern about integrity in the context is associated with lower awareness about this type of marketing.

Social Network Site (SNS) users’ disclosed personal information is beneficial for marketers, as targeted advertising can be provided accordingly. This study identifies the three privacy concepts of concerns, attitudes and intentions, along with culture (i.e. Hofstede’s masculinity) to be key drivers of users’ self-disclosure on SNSs. Hence, this study evaluates these antecedents and their potential effect on self-disclosure, considering Facebook as the SNS of choice. To account for potential cross-cultural differences, data has been gathered via two online questionnaires, resulting in one German and one Norwegian sample of respondents. Multiple regression analyses were carried to evaluate the antecedents of self-disclosure and one-way ANOVA to examine potential differences amongst Germans and Norwegians. Results indicate that privacy intention is the strongest predictor of self-disclosure on SNSs; whereas privacy concerns and attitudes only reveal an indirect effect on self-disclosure. In addition, significant differences have been found for all of the constructs, indicating that there exist fundamental differences between Germans and Norwegians with regards to their cognitive processing behind personal information disclosure on SNSs.

Made available in DSpace on 2015-04-11T14:02:53Z (GMT). No. of bitstreams: 1 karla suguiyama.pdf: 1067694 bytes, checksum: e8bdd19b3cdfa62bbfeeced3b2620b44 (MD5) Previous issue date: 2010-02-26 / Não informado / The Internet has become one of the major media outlets for advertising markets, by exposing its products and services to large audiences at relatively low cost. The main approach of Web advertising is the search advertising whereby ads are selected based on the keywords extracted from the user s search queries submitted to search engines and are matched against keywords associated with ads provided by advertisers, known as a non-intrusive technique called keyword-targeted advertising. The success of keyword-targeted advertising has motivated information gatekeepers to disseminate their ad services over different contexts, such as, content pages and pages of services, leading to the emergence of content-targeted advertising which refers to the issue of matching ads to a web page which is browsed. The impact of advertising on the Web is even greater if we consider the significant increase of their audience, resulting from the proliferation of the material generated by the users in the so-called Web 2.0, specially with the spread of blogs, social networking sites and wikis. Many websites have been highlighted in this context, achieving great popularity and becoming promising sources for advertising, for instance, the video sharing websites, where users can share digital media. In this research, we were trying to investigate alternatives for advertisement selection that would run during the display of on-line videos. In order to avoid the high cost of image processing, we were aiming to explore textual metadata related to videos stored on video sharing websites, through a preliminary study on the usefulness of metadata as a source of information used in the selection of on-line advertisement. While maintaining a video collection and a real ad collection, video metadata was used in experiments with two ad ranking methods: the vector and the vector with the implementation of a block importance model which is based on statistical data and gives a weight to each metadata to estimate the importance of the information carried. In order to evaluate the output of the studied advertisement selection systems, a reference collection containing 81 videos was created. These videos were carefully analyzed in order to determine which products and/or services they could potentially advertise. Based on the information gathered, advertisements were manually picked and thus potentially considered either relevant or irrelevant for their appropriate video contained in the collection. The experimental results obtained showed that the metadata which rather describes video content information, such as its description, potentially offered a greater contribution to the selection of advertisement to be shown during its display. It could also be seen that the application of weights that worked according to the studied block importance model, provided gains of approximately 7% over the vector method that did not use the weights application model. This aspect must be considered important due to the possibility of increasing the profitability of the advertisement selection systems, and given the negative impact of non-relevant advertisement based on credibility and brand of advertisers. / O mercado de publicidade tem encontrado na Web uma das principais mídias para exposição de seus produtos e serviços para um público abrangente a custos relativamente baixos. A principal abordagem de publicidade na Web é a propaganda de busca cujos anúncios são selecionados com base nos termos de consultas feitas por usuários em máquinas de busca e são exibidos junto com as suas respostas, uma técnica não intrusiva conhecida como keyword-targeted advertising (propaganda direcionada baseada em palavra-chave). O sucesso deste formato de publicidade, motivou grandes mediadores de informação a disseminá-lo em vários outros contextos, tais como páginas de conteúdo e páginas de serviços, levando ao surgimento da content-targeted advertising (propaganda direcionada baseada em conteúdo). O impacto da publicidade na Web é ainda maior se considerarmos o aumento expressivo de sua audiência, resultante da proliferação de material gerado pelos próprios usuários finais na chamada Web 2.0, tais como, a disseminação de blogs, redes sociais e wikis. Muitos sites têm-se destacado nesse âmbito, atingindo uma grande popularidade e tornando-se fontes promissoras para a publicidade, entre eles, os sites de compartilhamento de vídeos, nos quais os usuários podem disponibilizar seus próprios vídeos para outros usuários. Neste trabalho procurou-se investigar alternativas para a seleção de anúncios a serem veiculados durante a exibição de vídeos postados na Web. Diferente de trabalhos anteriores, com o intuito de evitar o alto custo de processamento de imagens, buscou-se explorar metadados textuais relacionados aos vídeos disponibilizados pelos sites de compartilhamento destes, através de um estudo preliminar sobre a utilidade dos metadados como fonte de informação a ser usada na seleção de anúncios. Através de uma coleção de vídeos e uma coleção real de propagandas, os metadados dos vídeos foram utilizados em experimentos com dois métodos de ordenação de propagandas: o vetorial e o vetorial com a aplicação de um modelo de importância de blocos que baseado em dados estatísticos, atribui peso a cada metadado visando estimar a importância da informação carregada pelo mesmo. Para a avaliação dos resultados dos sistemas de seleção de propagandas estudados, foi criada uma coleção de referência contendo 81 vídeos. Cada vídeo foi assistido e analisado para a determinação de quais produtos e/ou serviços poderiam ser sugeridos durante a veiculação do mesmo. Baseadas nessas informações, foram selecionadas e associadas manualmente propagandas consideradas relevantes ou não-relevantes para cada vídeo da coleção. Os resultados experimentais obtidos revelaram que os metadados que discorrem mais sobre o conteúdo do vídeo, como a sua descrição, podem oferecer uma contribuição maior para a seleção de anúncios relevantes a serem mostrados durante à exibição do vídeo. Também pôde-se constatar que a aplicação dos pesos de acordo com o modelo de importância de blocos estudado, levou a resultados com um ganho de cerca de 7% em relação ao método vetorial sem a aplicação de pesos. Aspecto que deve ser considerado importante devido a possibilidade de um aumento da lucratividade do sistema de seleção de propagandas e devido ao impacto negativo que a veiculação de um anúncio não-relevante pode causar nos usuários.

Internetövervakning har under senaste tiden blivit ett aktuellt ämne i media. Det rapporteras bland annat om att företag som samlar in information om privatpersoner. Datan som samlas in kan innehålla information om användares beteende på internet såsom besökta sidor, sökhistorik, aktivitet på sociala medier med mera. Men hur mycket av detta vet en vanlig användare om? Uppsatsens syfte är att undersöka hur medvetna privatpersoner är om internetövervakning som bedrivs av företag och den datainsamling som den bygger på. Vad vet egentligen användarna om vad som samlas in, i vilket syfte, samt hur det samlas in? En studie utfördes bestående av intervjuer och enkäter som undersökte hur pass kunniga och upplysta privatpersoner var inom ämnet. Det undersöks också om användare aktivt försöker motverka detta. Därefter diskuteras vad kunskapsnivån kan bero på och vad de gör för att motverka datainsamling. Detta kopplas och jämförs mot tidigare forskning inom området. / Internet surveillance has recently become a hot topic in the media. It is reported among other things that companies collect information about individuals. The data collected may include information about the user's behavior on the internet such as pages visited, search history, activity on social media and more. But how much of this does a regular user know? The purpose of this study is to investigate how aware individuals are of internet surveillance conducted by companies and the data collection which it is based on. What do the users really know about what is collected, for what purpose, and how it is collected? A study was conducted consisting of interviews and questionnaires that examined how knowledge and education individuals have within the subject. It is also examined whether users are actively trying to counteract this. Thereafter it is discussed what this level of knowledge may depend on and what they are doing to counter data collection. This is linked and compared to previous research in the area.

A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to predict purchase behavior from targeted advertising employed by fashion entrepreneurs.

This study examines the business model of Meta called “Pay or OK”, a subscription modelthat offers users the choice to either consent to the use of Meta’s services and be subjected totargeted advertising or to use the service without personalized advertising for a fee. In the eraof digital transformation, where data has become a significant competitive advantage forlarge online platforms, the introduction of regulations like GDPR and DMA has beeninstrumental in protecting personal integrity and ensuring fair competition. This study utilizesqualitative and EU legal methods to analyze the “Pay or OK” business model from a legalperspective and also analyze if data could create competitive advantage for Meta,incorporating theories such as the resource-based view and the VRIO framework. The resultsof this study bring to the forefront the intriguing and contrasting opinions on the value ofpersonal data and the profound impact of regulations on the business landscape.

No description available.

Le présent mémoire traite de la publicité comportementale en ligne (ci-après « PCL ») suite à la récente et importante vague de resserrements législatifs, des décisions judiciaires et enquêtes du CPVP, ainsi qu’aux récentes modifications technologiques impactant les pratiques de PCL. À la manière d’un guide, il y est recensé, décrit et analysées les obligations des entreprises participants à la PCL sous l’angle du droit à la vie privée et à la protection des renseignements personnels. Les enjeux et les principales zones d’ombre problématiques y sont identifiés et analysés, tel le critère de nécessité, l’exigence d’anonymisation et l’obligation de consentement, en incluant les enseignements des récentes décisions et enquêtes du CPVP. Une comparaison avec le cadre règlementaire de l’Union européenne est proposée sur certains points jugés plus pertinents. Le présent mémoire inclut une réflexion non seulement sur les obligations clés et leur évolution récente et rapide au Québec et au Canada dans un contexte de resserrement à l’international, mais également sur la PCL en soi en émettant des questionnements et des pistes de réflexion pour l’amélioration des pratiques. Ainsi, ce mémoire contient un volet pratique prononcé et un volet théorique qui se nourrissent l’un de l’autre. La partie I est un état des lieux où sont mises en lumière la complexité factuelle et juridique entourant la PCL, incluant une observation et une réflexion sur les interactions entre les différents acteurs (organisations, organismes d’autoréglementation, autorités de contrôle) et leur rôle dans la création et l’évolution des normes formelles et informelles. La partie II est consacrée à l’analyse des principales obligations incombant aux entreprises du secteur privé participant à la PCL en vertu de la LPRPDE et du Projet de loi C-27 au fédéral ainsi que des récentes modifications apportées par la Loi 25 au Québec en matière de protection des renseignements personnels. Finalement, la partie III propose une analyse de l’exercice de contrôle de l’utilisateur et des limites du consentement. / This master’s thesis is about online behavioral advertising (hereafter “OBA”). Like a guide, it lists, describes and analyzes the obligations of companies participating in the OBA from the perspective of the right to privacy and the protection of personal information. The issues and the main problematic gray areas are identified and analyzed, such as the criterion of necessity, the requirement of anonymization and the obligation of consent, including the lessons of recent decisions and investigations by the OPC. A comparison with the regulatory framework of the European Union is proposed on certain points deemed more relevant. This thesis includes a reflection not only on the key obligations and their recent and rapid evolution in Quebec and Canada in a context of international tightening, but also on the OBA itself by raising questions and lines of thought for improving practices. Thus, this dissertation contains a pronounced practical component and a theoretical component which feed off each other. Part I is an inventory highlighting the factual and legal complexity surrounding the OBA, including an observation and reflection on the interactions between the different actors (organizations, self-regulatory bodies, supervisory authorities) and their role in the creation and evolution of formal and informal norms. Part II is devoted to the analysis of the main obligations incumbent on private sector companies participating in the OBA under PIPEDA and draft law C-27 at the federal level and Bill 25 in Quebec with regards to the protection of personal information. Finally, Part III analyzes the exercise of user control and the limits of consent.

As digitalization and technology has quickly advanced over the recent years, marketers are becoming increasingly reliant on collecting user data, and targeted advertising has therefore come to be viewed as a form of data surveillance. Due to marketers' ability to analyze online behavior and target consumers with personalized advertising, users are becoming more concerned about their online privacy. Therefore, the main purpose of this research study is to examine different perceptions, attitudes, and experiences towards online privacy, specifically towards the aspect of targeted advertisement. Furthermore, the fast-developed technological world is constantly changing people's perspectives. Hence, this paper seeks to investigate whether different generations of media users have different perceptions. The empirical material for this study was gathered through a qualitative approach and was collected through two focus group interviews conducted from a comparative angle. The findings revealed that both generations were very negative and critical of data collection and showed mistrust of digital media platforms. Furthermore, despite both generations expressing strong privacy concerns and claiming to value privacy highly, their actions demonstrated the opposite, which is consistent with the theoretical concept of privacy paradox. Moreover, the findings revealed that certain attitudes and perceptions towards online privacy differ between digital natives and digital immigrants. The most significant distinction between the generations is the substantial lack of knowledge and awareness of digital immigrants. The findings suggest that digital immigrants need to be more enlightened regarding the function of new technological aspects, such as targeted advertisements. This is required for them to be more informed, hence reducing the risk of them feeling misled, concerned, and monetized. For users to feel secure using the internet, more laws and regulations are needed. / I takt med att digitaliseringen och tekniken har utvecklats snabbt under de senaste åren, blir marknadsförare alltmer beroende av att samla in användardata, och riktad reklam har på grund av detta kommit att ses som en form av dataövervakning. På grund av marknadsförares förmåga att analysera onlinebeteende och rikta in sig på konsumenter med personlig reklam, blir användarna mer oroade över sin integritet online. Således är det huvudsakliga syftet med denna forskningsstudie att undersöka olika uppfattningar, attityder och erfarenheter av integritet på nätet, särskilt när det gäller aspekten av riktad reklam. Dessutom förändrar den snabbt utvecklade teknologiska världen ständigt människors perspektiv. Därför försöker denna artikel undersöka om olika generationer av medieanvändare har olika uppfattningar. Det empiriska materialet för denna studie samlades in genom ett kvalitativt tillvägagångssätt, och samlades in genom två fokusgruppsintervjuer genomförda in en jämförande vinkel. Resultaten avslöjade att båda generationerna var mycket negativa och kritiska till datainsamling och visade misstro mot digitala medieplattformar. Dessutom, trots att båda generationerna uttryckte stark oro över sin integritet online och hävdade att de värderade integritet högt, visade deras handlingar motsatsen. Detta går i linje med det teoretiska konceptet om integritet paradoxen. Dessutom avslöjade resultaten att vissa attityder och uppfattningar om integritet på nätet skiljer sig åt mellan digitala natives och digitala immigrants. Den viktigaste skillnaden mellan generationerna är den betydande bristen på kunskap och medvetenhet hos digitala immigrants. Resultaten tyder på att digitala immigrants behöver bli mer upplysta om funktionen av nya tekniska aspekter, såsom riktade annonser. Detta krävs för att de ska vara mer informerade, vilket minskar risken för att de känner sig vilseledda, oroliga och övervakade. För att användarna ska känna sig säkra på internet behövs fler lagar och förordningar.