An Investigation of Internet Users’ Attitudes to Targeted Internet Advertising

Webb, Luke PC (2009) An Investigation of Internet Users’ Attitudes to Targeted Internet Advertising. [Dissertation (University of Nottingham only)] (Unpublished)

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New technologies, especially in relation to web marketing, have created a marketing watershed in terms of opportunities for marketers to target and personalise advertising to internet users. The purpose of this project is to explore to what extent this type of marketing has, in some cases, led to psychological concerns amongst consumers. The attitudinal dimensions of control, privacy and trust are emphasised within the literature and a comparative survey of 64 internet users is conducted and analysed, focusing on these framed attitudes in relation to the marketing on and The results show specific concerns do exist in regard to the contextualised target marketing processes. It is concluded that marketers must be careful to respect internet users’ privacy and ethical rights in their search for marketing economic efficiency, with fears surrounding personal information and marketing manipulation increasingly apparent.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 05 Mar 2010 14:56
Last Modified: 06 Mar 2018 20:23

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