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Negative consequences of using behavioural targeting in online personalised advertising
Mini Dissertation (MBA)--University of Pretoria, 2019.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2020
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| _version_ | 1867613458441175040 |
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| access_status_str | Open Access |
| author2 | Petzer, Danie |
| author_browse | Petzer, Danie |
| author_facet | Petzer, Danie |
| collection | Thesis |
| dc_rights_str_mv | © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2019. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/73973 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:28.181Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/73973 Negative consequences of using behavioural targeting in online personalised advertising Petzer, Danie ichelp@gibs.co.za Juggath, Kavindra UCTD Mini Dissertation (MBA)--University of Pretoria, 2019. Personalised online advertising is being implemented as a prominent feature of online marketing strategy. Behavioural targeting is seen as a key tool for marketers to implement in their efforts to reach users online with the right message, at the right time, advertising the right products and services. The success the practice has enjoyed has been based on its reliance on data collected from user’s online activity. Behavioural data allows marketers to understand what interests and purchase intentions could exist in a user. Target segments are formed from finding users who exhibit similar online behaviours and marketers enjoy the benefits the practice brings such as reduced wastage. Due to its widespread usage and success, research on its potential negative consequences have not been thoroughly explored. The practice does however experience negative consequences owing to factors such as user privacy concern and intrusiveness by marketers. This exploratory study focuses on the negative consequences, marketers can encounter from making use of the practice. Data was gathered through conducting 8 semi-structured, in depth, face to face interviews with online marketing practitioners who make use of the practice of online behavioural targeting. The participants gave accounts of their usage of the practice, the negative consequences they themselves have encountered as well as those that they have not encountered but are aware of, and understanding was gained into how they go about coping with the negative consequences. Further understanding was also gained into their process of continuous learning as they strive to eliminate negative consequences from subsequent online marketing campaigns. ls2020 Gordon Institute of Business Science (GIBS) MBA 2020-04-06T10:00:03Z 2020-04-06T10:00:03Z 2020/04/01 2019 Mini Dissertation Juggath, K 2019, Negative consequences of using behavioural targeting in online personalised advertising, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/73973> http://hdl.handle.net/2263/73973 en © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Negative consequences of using behavioural targeting in online personalised advertising |
| title | Negative consequences of using behavioural targeting in online personalised advertising |
| title_full | Negative consequences of using behavioural targeting in online personalised advertising |
| title_fullStr | Negative consequences of using behavioural targeting in online personalised advertising |
| title_full_unstemmed | Negative consequences of using behavioural targeting in online personalised advertising |
| title_short | Negative consequences of using behavioural targeting in online personalised advertising |
| title_sort | negative consequences of using behavioural targeting in online personalised advertising |
| topic | UCTD |
| url | http://hdl.handle.net/2263/73973 |