Perceived intrusiveness and trust in relation to online advertising : A qualitative study amongst individuals of the Net Generation

Abstract:

The purpose of this qualitative study is to advance an understanding of trust and perceived intrusiveness in online advertising.

The theoretical framework in this thesis is based upon theories about trust and intrusiveness that derives from previous research. The theory of psychological reactance is a further constituent. These concepts and theories are defined and discussed. and possible models are introduced.

Semi-structured interviews with eight individuals of the Net Generation have been conducted to gather empirical data. The recordings from these interviews have thereafter been transcribed. in order to analyse the collected data, we have adopted a thematic analysis consisting of six phases. We coded the data and created themes that were detected during the different phases.

The empirical data has been gathered by conduction of eight semi-structured interviews with individuals of the Net Generation. These interview have thereafter been transcribed and its content coded as a first step of the analysis. Three global themes derived from the empirical data analysis; trust, intrusiveness and observed relations, and many basic themes defined and analysed and discussed.

We conclude our study advancing our findings about an understanding of trust and perceived intrusiveness in online advertising, as well as some observed relations noticed during the analysis. We finish our thesis with some managerial implications about the importance for managers and advertisers to take into account trust and intrusiveness, as well as leads for further studies, including the testing of our developed research model through a quantitative strategy.