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Integritetsparadoxen vid personanpassad annonsering: Informatik- och ekonomistudenters upplevelser
University West, School of Business, Economics and IT, Divison of Informatics.
University West, School of Business, Economics and IT, Divison of Informatics.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med denna studie är att undersöka hur informatik- och ekonomistudenter upplever att sin personliga integritet påverkas vid personanpassade annonser på Facebook. Denna studie kommer presentera hur datainsamling sker-, vilka regler som finns vid datainsamling samt hur personanpassade annonser blir möjliga att utforma. Vidare använder denna studie SOR-modellen som analytiskt ramverk i syfte att särskilja olika faktorer som påverkar respondenternas personliga integritet. Det har genomförts semistrukturerade intervjuer med fiktiva annonser som komplement på fyra informatikstudenter och fyra ekonomistudenter på Högskolan Väst. Intervjuerna har röstinspelats och transkriberats med selektiv transkribering för att identifiera nyckelcitat. Dessa citat har sedan grupperats utefter datainsamling, personlig annonsering, integritetsparadox och klickintention. Resultatet av denna studie påvisar att utformningen av annonsen har en stor påverkan på hur integritetsparadoxen uppfattas. Hur denna studies respondenter upplever integritetsparadoxen vid personanpassade annonser baseras på hur trygg respondenten känner sig vid den datainsamling som sker. 

Abstract [en]

The purpose of this study is to investigate how informatics- and economics students experience that their personal integrity is affected by personalized ads on Facebook. This study will present how data collection takes place, what rules exist when collecting data and how personalized ads can be possible to design. Furthermore, this study uses the SOR-modelas an analytical framework for the purpose of distinguishing different factors that affect the respondents' personal integrity. Semi-structured interviews have been conducted with fictitious advertisements as complement towards four informatics students and four economics students at University West. The interviews were recorded and transcribed with selective transcription to identify key quotes. These quotes have then been grouped according to data collection, personalized ads, privacy paradox and click intent. The results of this study show that the design of the ad has a major impact on how the privacy paradox is perceived. How this study's respondents perceive the privacy paradox of personalized ads is based on how confident the respondent feels towards the data collection that takes place.

Place, publisher, year, edition, pages
2020. , p. 63
Keywords [en]
Personal integrity, privacy paradox, SOR-model, OBA, Online behavioral advertisement, personalized ads, Facebook, students, GDPR
Keywords [sv]
Personlig integritet, integritetsparadoxen, SOR-modellen, OBA, Online behavioral advertisement, personanpassade annonser, Facebook, studenter, GDPR
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:hv:diva-15266Local ID: EXI500OAI: oai:DiVA.org:hv-15266DiVA, id: diva2:1449334
Subject / course
Informatics
Educational program
Informatik
Supervisors
Examiners
Available from: 2020-07-21 Created: 2020-06-30 Last updated: 2020-07-21Bibliographically approved

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