Marketing is one of the industries most impacted by the rapid development of AI and its applications. This study, in particular, illuminates the significant field of content personalization, which is a highly successful marketing strategy. In a world where content personalization is increasingly implemented by e-commerce websites, movie platforms, music platforms, and even news websites, the practice of collecting personal information for content personalization has raised concerns among consumers, leading many to reject such practices. Individuals' beliefs and cultural characteristics play a significant role in their attitudes toward content personalization. Therefore, this study aims to explore the drivers that would lead someone to share their personal information for content personalization. However, rather than just examining this trade-off, the study seeks to gain a deeper understanding of the issue by exploring how these drivers are related to individual cultural characteristics. To explore consumers' opinions and the drivers that would motivate someone to share their personal information for content personalization, interviews were conducted with individuals from Northern Europe and Greece, who have different cultural characteristics. By examining the topic through personal experiences and perspectives, the study revealed that certain drivers are considered regardless of culture, while others are culturally specific, thus creating specific patterns for how individuals of different cultures think. This information can guide marketers, policymakers, and professionals in the field to align their practices with the diverse cultural characteristics of individuals.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64782 |
| Date | January 2024 |
| Creators | Tzotzi, Maria, Andaroudi, Yasaman |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| 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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