1. ZHAW digitalcollection
  2. School of Management and Law
  3. Abschlussarbeiten
  4. MSc Wirtschaftsinformatik
Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-27114
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dc.contributor.advisorGeppert, Tim-
dc.contributor.advisorEbert, Nico-
dc.contributor.authorGarcia, Veronica-
dc.date.accessioned2023-02-23T16:43:51Z-
dc.date.available2023-02-23T16:43:51Z-
dc.date.issued2022-
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/27114-
dc.description.abstractPurpose – By using improved web data collection tools firms are able to collect a vast amount of personal information to personalize and tailor specific ads to specific individuals, raising privacy concerns. Individuals are often not aware of the extent of personal data collection, especially when using search engines such as Google Search. This thesis aims to understand behavior of personalized advertising settings within Google’s privacy settings drawing on the COM-B model to identify different drivers for influencing the studied behavior as well as suggest possible interventions. Methodology – 13 MSc Business Information Technology university students participated in semi-structured one-on-one interviews where statements, drawing on the COM-B Model, were first coded deductively and then new themes were identified inductively to identify possible drivers influencing the investigated behavior. Findings – Overall, the findings indicate that (1) the majority of respondents had some knowledge and awareness of personalized advertising, privacy issues and data security, (2) knowledge and awareness is not enough to employ self-protective strategies in regards to personalized advertising, (3) physically showing participants their own existing profile within Google privacy settings used as a basis for personalized advertising, however, is. Furthermore, (4) the students’ instincts and convictions have been identified as important factors for the targeted behavior, as well as (5) interactions with other people and (6) privacy fatigue. (7) The value students place on personalized advertising, (8) the complexity of privacy settings and (9) interest in the matter were identified as having a mild effect on the studied behavior. Finally, (10) education, transmitted mostly through practical examples could function as an intervention strategy.de_CH
dc.format.extent95de_CH
dc.language.isoende_CH
dc.publisherZHAW Zürcher Hochschule für Angewandte Wissenschaftende_CH
dc.rightshttp://creativecommons.org/licenses/by-nc-nd/4.0/de_CH
dc.subjectOnline privacyde_CH
dc.subjectPersonalized advertisingde_CH
dc.subjectGoogle searchde_CH
dc.subjectCOM-B modelde_CH
dc.subjectPrivacy concernsde_CH
dc.subjectOnline behavioral advertisingde_CH
dc.subjectOnline privacy literacyde_CH
dc.subjectPrivacy paradoxde_CH
dc.subject.ddc005: Computerprogrammierung, Programme und Datende_CH
dc.subject.ddc659: Werbung und Öffentlichkeitsarbeitde_CH
dc.titleGoogle's privacy settings – personalized advertising : an exploratory study on Swiss students' advertising setting choices, awareness, and educationde_CH
dc.typeThesis: Masterde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.publisher.placeWinterthurde_CH
dc.identifier.doi10.21256/zhaw-27114-
zhaw.originated.zhawYesde_CH
Appears in collections:MSc Wirtschaftsinformatik

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Garcia, V. (2022). Google’s privacy settings – personalized advertising : an exploratory study on Swiss students’ advertising setting choices, awareness, and education [Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften]. https://doi.org/10.21256/zhaw-27114
Garcia, V. (2022) Google’s privacy settings – personalized advertising : an exploratory study on Swiss students” advertising setting choices, awareness, and education. Master’s thesis. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. Available at: https://doi.org/10.21256/zhaw-27114.
V. Garcia, “Google’s privacy settings – personalized advertising : an exploratory study on Swiss students’ advertising setting choices, awareness, and education,” Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften, Winterthur, 2022. doi: 10.21256/zhaw-27114.
GARCIA, Veronica, 2022. Google’s privacy settings – personalized advertising : an exploratory study on Swiss students‘ advertising setting choices, awareness, and education. Master’s thesis. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Garcia, Veronica. 2022. “Google’s Privacy Settings – Personalized Advertising : An Exploratory Study on Swiss Students’ Advertising Setting Choices, Awareness, and Education.” Master’s thesis, Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-27114.
Garcia, Veronica. Google’s Privacy Settings – Personalized Advertising : An Exploratory Study on Swiss Students’ Advertising Setting Choices, Awareness, and Education. ZHAW Zürcher Hochschule für Angewandte Wissenschaften, 2022, https://doi.org/10.21256/zhaw-27114.


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