Individanpassad marknadsföring drivs till stor del av de fördelar som den tillför till ett företags kundrelationer och marknadsföringsresultat. Idag försöker annonsörer möta kundernas förväntningar på en individuell nivå. Tillsammans med detta har den avancerade utveckling av informationsteknologi öppnat nya möjligheter för att kunna samla in och analysera kunddata till att skapa individanpassad marknadsföring. Faktum är att företag behöver samla in mycket information från kunderna för att tillhandahålla kundanpassade tjänster. Syftet med studien är att undersöka och redogöra om individanpassad marknadsföring är något som värdesätts av konsumenter eller uppfattas som ett hot mot konsumentens integritet. Med stöd av denna studie utreder vi de underliggande faktorerna hos konsumenternas positiva eller negativa förhållningssätt gentemot fenomenet. En kvalitativ studie av tolv individuella intervjuer har genomförts. Resultatet visade sig att individanpassad marknadsföring upplevs vara ett hot mot konsumentens integritet. De underliggande faktorer som skapar en känsla av hot är konsumenternas brist på kunskap, brist på lättläst datainsamlingsmetod, begränsning av kontroll över hur ens genererade data kan användas, tvång till att acceptera olika användarvillkor i utbyte av de tjänster som används. Ytterligare faktorer som skapar en känsla av hot för konsumenterna visade sig vara irritation över annonser, tillit för aktören och placeringen av annonsen. Resultatet tyder även på att individanpassad marknadsföring kan uppskattas av konsumenterna i en situation där det uppstår ett ömsesidigt värdeutbyte. / Personalized advertising is largely driven by the benefits that it brings to a company's customer relationship and marketing results. Today, advertisers try to meet customer expectations individually. In the same way, the development of information technology has opened new opportunities for collecting and analyzing customer data to create personalized advertising. In fact, companies need to gather a big amount of information from customers to provide customized services. The purpose of the study is to investigate whether personalized advertising is being valued by customers or does it perceive as a threat to their privacy. This study also investigates the underlying factors of customers' positive or negative attitudes towards personalized advertising. A qualitative study of 12 individual interviews has been conducted. The results showed that personalized advertising is perceived as a threat to customer privacy. The underlying factors that cause a sense of threat are: customer' lack of knowledge, lack of easy-to-read information about data collection methods by actors, restriction of customers' control about how their data should be used, compulsion to accept the various user terms of use in exchange of service. The result of this study also showed that ad irritation, customers' trust in the company and ad placement also affects how customers experience personalized advertising. The results also show that this type of marketing strategy can be appreciated by customers in a situation where a value exchange occurs.

The content of this thesis is a proposal of methodology for evaluating company's performance in areas of information security, while their performance will be judged based on compliance with standard ISO/IEC 27001:2013, Act no. 181/2014 Coll., Regulation 2016/679 of European Parliament and Directive 2016/1148 of the European Parliament. The proposal of this methodology is designed in a particular company which operates in the Czech Republic.

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2017-01-27T14:19:22Z No. of bitstreams: 1 JulianaG.Santos.pdf: 965373 bytes, checksum: e9ac2dac85934fdcd07c615473464973 (MD5) / Made available in DSpace on 2017-01-27T14:19:22Z (GMT). No. of bitstreams: 1 JulianaG.Santos.pdf: 965373 bytes, checksum: e9ac2dac85934fdcd07c615473464973 (MD5) Previous issue date: 2016-11-23 / Personal data protect procedures are organizational tools that properly used by the employee help in the prevention and personal data protect within a safety and transparency organizational limit. This study analyzed the factors that have influenced the perception of the employees of Brazilian organizations about perceived benefits of compliance on the policies established in the prevention and protection of personal data. The research was conducted through a quantitative research approach with analysis of structural equations and the study data were collected through a survey tool to obtain a valid sample of 220 respondents. The study concluded that trust in organization and the risk of loss of personal data are stimulus that positive influence the benefits perceived of the compliance. The results also show that the employees who had your data improperly used, reduces your credibility in organizational controls and increases their perceived risk of privacy loss. The result of the study can help organizations managers to achieve greater adherence of employees with regard to personal data protection policy of organization in which they work, in addition to demonstrate the importance of credibility in internal controls and trust in the organization as predictors of perceived benefits of compliance. / Políticas de proteção de dados pessoais são ferramentas organizacionais que, se usadas de maneira adequada pelos colaboradores auxiliam na prevenção e proteção dos dados pessoais dentro de um limite de segurança e transparência organizacional. Este estudo objetiva analisar os fatores que influenciam a percepção dos empregados de organizações brasileiras quanto aos benefícios percebidos de compliance sobre as políticas estabelecidas na prevenção e proteção dos dados pessoais. A pesquisa foi conduzida através de uma abordagem de investigação quantitativa, com análise por equações estruturais e os dados do estudo foram coletados por meio de um instrumento de pesquisa com obtenção de uma amostra válida de 220 respondentes. O estudo concluiu que a Confiança na organização e a Percepção do risco de perda dos dados pessoais são estímulos que influenciam positivamente os benefícios percebidos de compliance. Os resultados também evidenciam que o empregado que teve seus dados utilizados de forma indevida reduz a sua credibilidade nos controles organizacionais e aumenta a sua Percepção do risco de perda de privacidade. O resultado do estudo pode auxiliar gestores de organizações a obter maior aderência dos empregados quanto às políticas de proteção de dados pessoais da organização em que trabalham, além de demonstrar a importância da credibilidade nos controles internos e a confiança na organização como preditores dos benefícios percebidos de compliance.

This diploma thesis is focused on Security Awareness Education at the Faculty of Business and Management. It consists of three main parts: theoretical, analytical and practical considerations. The theoretical part is the introduction to basic terms, processes and analysis to help understand the thesis. The analytical part includes an introduction to the chosen organization and the implementation of analysis, which were presented in the theoretical part. The practical part contains, among other things, the actual proposals for Security Awareness Education at the faculty and its benefits.