Individanpassad marknadsföring ur ett integritetsperspektiv : En kvalitativ studie om olika generationers inställningtill individanpassad marknadsföring på internet

The increased use of personalized marketing activities as a part of marketers’ internet strategies have given rise to questions regarding the underlying personal information gathering-processes and its possible insult on one’s personal integrity. The purpose of this study has been to examine consumers’ attitudes towards personalized marketing from an integrity perspective and how these attitudes differ among generations. Thus, the study aims to provide knowledge for marketers on how they can optimize their marketing strategies towards different generations and ensure that the methods used fall within the acceptable lines of consumers’ perceived integrity. The empirical data is based on four digital focus groups with six to eight participants from four different generations. The findings indicate that a majority prefers personalized marketing to mass marketing. However, the result also implies that there is a broad apprehension for the information gathering processes and the handling of personal data among internet users. The reason for these concerns shows to vary between the generations, as they emphasize different arguments on what would be considered to be an insult on one’s integrity. Insight into how the generations’ attitudes differs is advanced in the concluding remarks. Moreover, the result also indicates that there is a discrepancy between expressed attitudes and behavior in regard to personal privacy on the internet. Finally, we propose that future research on the topic should be conducted using a quantitative research method to compile a greater empirical material, which would lead to better generalization of the results