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https://doi.org/10.21256/zhaw-27114| Publication type: | Master thesis |
| Title: | Google's privacy settings – personalized advertising : an exploratory study on Swiss students' advertising setting choices, awareness, and education |
| Authors: | Garcia, Veronica |
| Advisors / Reviewers: | Geppert, Tim Ebert, Nico |
| DOI: | 10.21256/zhaw-27114 |
| Extent: | 95 |
| Issue Date: | 2022 |
| Publisher / Ed. Institution: | ZHAW Zürcher Hochschule für Angewandte Wissenschaften |
| Publisher / Ed. Institution: | Winterthur |
| Language: | English |
| Subjects: | Online privacy; Personalized advertising; Google search; COM-B model; Privacy concerns; Online behavioral advertising; Online privacy literacy; Privacy paradox |
| Subject (DDC): | 005: Computer programming, programs and data 659: Advertising and public relations |
| Abstract: | Purpose – 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. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/27114 |
| License (according to publishing contract): | CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International |
| Departement: | School of Management and Law |
| Appears in collections: | MSc Wirtschaftsinformatik |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2022_Garcia_Veronica_MSc_WI.pdf | 6.47 MB | Adobe PDF |  View/Open |
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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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