Is sharing really caring? : A qualitative study on targeted ads from a consumer perspective

Abstract: Title: Is sharing really caring? Subject: Bachelor thesis in International Marketing, 15hp Authors: Mattias Andersson & Eric Gummesson Keywords: consumer behavior, targeted ads, advertising, privacy, consumer intrusiveness Problem statement: This study looks to provide clarity about consumers' perception of the intrusiveness of a targeted advertisement and their overall behavior in regard to targeted ads. The authors of this look to find out what different factors play a role in a consumer’s mind when they see a perfectly tailored ad made just for them. Have targeting ads possibly become too specific and intrude on consumer privacy? Could this cause a negative reaction because of the huge amount of data consumers are sharing on the web? In what way does the consumer react or behave? Purpose: This study investigates a consumer perspective of targeted advertisement and will provide relevancy of consumers’ behavior regarding targeted ads Method: A qualitative approach has been used in order to gain insight of consumers’ behaviors regarding targeted advertisement. This has been achieved via semi-structured interviews which showed great value and provided detailed information on the matter. Conclusion: The results have led to an increased understanding of what marketers should take into consideration when targeting consumers with tailored advertisements. A big factor as to whether people are more accepting towards the practice of targeting ads was based on the level of awareness and control over their personal data sharing. The study leans towards seeing customized advertising as a more viable option than personalized advertising based on the intrusiveness and the management of consumers personal data.