Behavioural advertising on Facebook : the users perspective regarding leisure industry

Title: Behavioural advertising on Facebook: The user perspective regarding leisure industry. Authors: Jean-Marc Desfougères and Valentin Bloux Supervisor: Albert Thor Magnusson Level: Bachelor Thesis in Business Administration Marketing Key Words: Behavioural advertising, Facebook, privacy, online consumer behaviour, social network, leisure industry, targeting. Purpose: study how a specific age bracket of Facebook users perceives the leisure industry behavioural advertising on this social networking site. Method: This thesis follows a deductive approach. We are using secondary data from books, articles and studies but also primary data thanks to a questionnaire; which allows us to answer our purpose. Theoretical Framework: First define the online consumer behaviour and its characteristics through existing models and then define behavioural advertising, how is the leisure industry using this marketing tool and what are the drawbacks of such practices. Conclusion: The authors conclude that Facebook users are more and more aware of the use of behavioural advertising. But due to a lack of education about such marketing techniques the 18-30 years old tend to adopt mostly strict privacy settings with the intention to block those advertisements. The privacy issue is important and even if the users seems to be interested in the offers of the leisure industry there is still a long way before obtaining a full acceptance of this practice. Then are presented the contributions given and the further research possible regarding this topic.