Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context - Softcover
Synopsis
The rush of marketing expenditures in the Internet has made effectiveness and efficiency increasingly relevant. In particular, online firms offering free content need to provide powerful marketing tools to advertisers to support their own business models. Behavioral targeting enables websites to selectively display advertisements to consumers according to their surfing profiles, making advertisements more relevant, and thereby increasing advertising revenues from websites. Consequently, it is often seen as a savior by online firms struggling to finance their free content. However, targeting can raise privacy concerns, leading to negative consumer reactions. Furthermore, there is increasing regulatory pressure for websites to inform surfers about targeting practices and provide them with opt-in or opt-out functions. Proactively addressing those challenges to sustain revenues from targeted advertising is highly important-in particular for advertising-supported websites-and requires systematic research. Such research, though, has to account for the fact that the profiling of consumers to increase advertising revenues raises ethical questions, especially because targeting often occurs without consumers' knowledge. This doctoral dissertation studies consumer privacy concerns with regard to online targeting practices. Specifically, it investigates how privacy concerns affect consumers' perceptions of targeted advertisements. Furthermore, building on social exchange theory, fairness norms, and previous research on consumer privacy concerns in related areas, such as direct mail and e-commerce, I develop tangible, managerial operational mechanisms to increase consumers' acceptance of targeting and improve consumers' perceptions of targeted advertisements. In order to ensure that these mechanisms are in line with principles of business ethics, I derive normative requirements for these mechanisms from integrative social contracts theory.
"synopsis" may belong to another edition of this title.
Search results for Targeted Advertising and Consumer Privacy Concerns....
Stock Image
Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context
Seller: PBShop.store UK, Fairford, GLOS, United Kingdom
Seller rating 5 out of 5 stars
PAP. Condition: New. New Book. Shipped from UK. Established seller since 2000. Seller Inventory # L2-9783954040100
Buy New
£ 39.81
£ 5.87 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: Over 20 available
Stock Image
Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context
Seller: California Books, Miami, FL, U.S.A.
Seller rating 4 out of 5 stars
Condition: New. Seller Inventory # I-9783954040100
Stock Image
Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context
Seller: Ria Christie Collections, Uxbridge, United Kingdom
Seller rating 5 out of 5 stars
Condition: New. In. Seller Inventory # ria9783954040100_new
Buy New
£ 39.46
£ 11.98 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: Over 20 available
Seller Image
Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context
Print on DemandSeller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Germany
Seller rating 5 out of 5 stars
Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The rush of marketing expenditures in the Internet has made effectiveness andefficiency increasingly relevant. In particular, online firms offering free content need to provide powerful marketing tools to advertisers to support their own business models. Behavioral targeting enables websites to selectively display advertisements to consumers according to their surfing profiles, making advertisements more relevant, and thereby increasing advertising revenues from websites. Consequently, it is often seen as a savior by online firms struggling to finance their free content. However, targeting can raise privacy concerns, leading to negative consumer reactions. Furthermore, there is increasing regulatory pressure for websites to inform surfers about targeting practices and provide them with opt-in or opt-out functions. Proactively addressing those challenges to sustain revenues from targeted advertising is highly important¿in particular for advertising-supported websites¿and requires systematic research. Such research, though, has to account for the fact that the profiling of consumers to increase advertising revenues raises ethical questions, especially because targeting often occurs without consumers¿ knowledge. This doctoral dissertation studies consumer privacy concerns with regard to online targeting practices. Specifically, it investigates how privacy concerns affect consumers¿ perceptions of targeted advertisements. Furthermore, building on social exchange theory, fairness norms, and previous research on consumer privacy concerns in related areas, such as direct mail and e-commerce, I develop tangible, managerial operational mechanisms to increase consumers¿ acceptance of targeting and improve consumers¿ perceptions of targeted advertisements. In order to ensure that these mechanisms are in line with principles of business ethics, I derive normative requirements for these mechanisms from integrative social contracts theory. 328 pp. Englisch. Seller Inventory # 9783954040100
Seller Image
Targeted Advertising and Consumer Privacy Concerns
Published by
Cuvillier Verlag, 2012
ISBN 10: 3954040107
ISBN 13: 9783954040100
New
Kartoniert / Broschiert
Seller: moluna, Greven, Germany
Seller rating 5 out of 5 stars
Kartoniert / Broschiert. Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. KlappentextrnrnThe rush of marketing expenditures in the Internet has made effectiveness andnefficiency increasingly relevant. In particular, online firms offering free contentnneed to provide powerful marketing tools to advertisers to support t. Seller Inventory # 144273284
Buy New
£ 42.55
£ 41.78 shipping
Ships from Germany to U.S.A.
Ships from Germany to U.S.A.
Quantity: Over 20 available
Seller Image
Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context
Published by
Cuvillier, Cuvillier Feb 2012, 2012
ISBN 10: 3954040107
ISBN 13: 9783954040100
New
Taschenbuch
Seller: buchversandmimpf2000, Emtmannsberg, BAYE, Germany
Seller rating 5 out of 5 stars
Taschenbuch. Condition: Neu. This item is printed on demand - Print on Demand Titel. Neuware -The rush of marketing expenditures in the Internet has made effectiveness andefficiency increasingly relevant. In particular, online firms offering free content need to provide powerful marketing tools to advertisers to support their own business models. Behavioral targeting enables websites to selectively display advertisements to consumers according to their surfing profiles, making advertisements more relevant, and thereby increasing advertising revenues from websites. Consequently, it is often seen as a savior by online firms struggling to finance their free content. However, targeting can raise privacy concerns, leading to negative consumer reactions. Furthermore, there is increasing regulatory pressure for websites to inform surfers about targeting practices and provide them with opt-in or opt-out functions. Proactively addressing those challenges to sustain revenues from targeted advertising is highly important¿in particular for advertising-supported websites¿and requires systematic research. Such research, though, has to account for the fact that the profiling of consumers to increase advertising revenues raises ethical questions, especially because targeting often occurs without consumers¿ knowledge. This doctoral dissertation studies consumer privacy concerns with regard to online targeting practices. Specifically, it investigates how privacy concerns affect consumers¿ perceptions of targeted advertisements. Furthermore, building on social exchange theory, fairness norms, and previous research on consumer privacy concerns in related areas, such as direct mail and e-commerce, I develop tangible, managerial operational mechanisms to increase consumers¿ acceptance of targeting and improve consumers¿ perceptions of targeted advertisements. In order to ensure that these mechanisms are in line with principles of business ethics, I derive normative requirements for these mechanisms from integrative social contracts theory.Cuvillier Verlag, Nonnenstieg 8, 37075 Göttingen 328 pp. Englisch. Seller Inventory # 9783954040100
Seller Image
Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context
Print on DemandSeller: AHA-BUCH GmbH, Einbeck, Germany
Seller rating 5 out of 5 stars
Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - The rush of marketing expenditures in the Internet has made effectiveness andefficiency increasingly relevant. In particular, online firms offering free content need to provide powerful marketing tools to advertisers to support their own business models. Behavioral targeting enables websites to selectively display advertisements to consumers according to their surfing profiles, making advertisements more relevant, and thereby increasing advertising revenues from websites. Consequently, it is often seen as a savior by online firms struggling to finance their free content. However, targeting can raise privacy concerns, leading to negative consumer reactions. Furthermore, there is increasing regulatory pressure for websites to inform surfers about targeting practices and provide them with opt-in or opt-out functions. Proactively addressing those challenges to sustain revenues from targeted advertising is highly important¿in particular for advertising-supported websites¿and requires systematic research. Such research, though, has to account for the fact that the profiling of consumers to increase advertising revenues raises ethical questions, especially because targeting often occurs without consumers¿ knowledge. This doctoral dissertation studies consumer privacy concerns with regard to online targeting practices. Specifically, it investigates how privacy concerns affect consumers¿ perceptions of targeted advertisements. Furthermore, building on social exchange theory, fairness norms, and previous research on consumer privacy concerns in related areas, such as direct mail and e-commerce, I develop tangible, managerial operational mechanisms to increase consumers¿ acceptance of targeting and improve consumers¿ perceptions of targeted advertisements. In order to ensure that these mechanisms are in line with principles of business ethics, I derive normative requirements for these mechanisms from integrative social contracts theory. Seller Inventory # 9783954040100
Seller Image
Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context
Print on DemandSeller: preigu, Osnabrück, Germany
Seller rating 5 out of 5 stars
Taschenbuch. Condition: Neu. Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context | Nicole Gröne | Taschenbuch | Kartoniert / Broschiert | Englisch | 2012 | Cuvillier | EAN 9783954040100 | Verantwortliche Person für die EU: Cuvillier Verlag, Nonnenstieg 8, 37075 Göttingen, info[at]cuvillier[dot]de | Anbieter: preigu Print on Demand. Seller Inventory # 108278497