Purpose: The purpose of this paper is to explain how privacy concerns impact the relationship between personalization and the factors of advertising value on smartphone advertising. Design/methodology/approach: A explanatory research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 103 respondents. Conclusion: The result indicates that privacy concerns only moderates the relationship between personalization and entertainment. It was also shown that privacy concerns had a direct impact on irritation Research limitations: The result is not generalizable as a non-probability sample was used, and only respondents between the 18-35 answered the questionnaire. Originality/value: A new perspective of how the moderation of privacy concerns impacts the relationship between personalization and the factors of advertising value. Keywords: Smartphone advertising, advertising value, informativeness, entertainment, irritation, credibility, incentives, privacy concerns. Paper type: Research paper
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-77049 |
| Date | January 2018 |
| Creators | Wallgren, Joel, Nordmark, Nicklas |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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