Personalizacja komunikacji marketingowej online - dopasowanie przekazu do oczekiwań klienta czy naruszenie jego prywatności?

• Autorzy: Aleksandra Kaniewska-Sęba

Warianty tytułu

Personalization of Online Marketing Communication - Tailoring the Message to the Customer's Expectations or Violating His/Her Privacy?

• Języki publikacji: PL

Abstrakty

Celem artykułu jest określenie, na ile młodzi, aktywni, wykształceni użytkownicy Internetu w Polsce dostrzegają obecnie i akceptują spersonalizowaną reklamę i czy doceniają wysiłki marketingowe firm w tym zakresie, czy też postrzegają je jako zagrożenie dla swojej prywatności. W opracowaniu przedstawiono m.in. analizę porównawczą wyników badań przeprowadzonych w 2014 i 2017 r. (fragment tekstu)

EN

There is a common belief that the personalization of marketing activities on the Internet generates benefits for either the marketer or the client. Literature review and the author's own research show that such "uncritical" approach is not legitimate. Personalisation of e-marketing tools can also have some negative effects - it may give customers the feeling that their privacy has been violated, evoke the unwillingness to share information and consequently create the negative perception of individualized forms of marketing communication. The purpose of the article is to determine whether young, active and well-educated Internet users in Poland recognise and accept personalised advertising, whether they appreciate the marketing efforts of companies in this field or perceive them as a threat to their privacy. The paper presents the comparative analysis of the results of the studies conducted in 2014 and 2017. (original abstract)

Słowa kluczowe

PL

Komunikowanie marketingowe; Personalizacja; Reklama

EN

Marketing communication; Personalization; Advertising

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2017
• Numer: t. 18, z. 4, cz. 2 Agile Commerce - technologie przyszłości
• Strony: 211--225

Twórcy

autor

Aleksandra Kaniewska-Sęba

• Uniwersytet im. Adama Mickiewicza w Poznaniu

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