Essays about: "Thomas Gerdman"

Found 1 essay containing the words Thomas Gerdman.

  1. 1. An exploratory study on perceptions of personalised display ads online : A comparison of Swedish generations: Do consumers willingly surrender their privacy for the usefulness of personalised advertising?

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Thomas Gerdman; Felicia Nordqvist; [2017]
    Keywords : Personalised ads; display ads; business intelligence; attitudes; perceived intrusiveness; perceived usefulness;

    Abstract : The Swedish consumers are concerned of their online privacy, while companies increasingly gather personal information with business intelligence (BI) technologies in order to customize online banner ads, among the favoured marketing techniques. Meanwhile, marketers treasure the opportunity to target individuals. READ MORE