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Det nya hotet mot användarens integritet: En studie om individanpassad reklam på Facebook
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A study about personalized advertising on Facebook (English)
Abstract [sv]

Problem:

Vid accepterandet av användarvillkor och cookies på Facebook får företag information om respektive användare och kan därmed skapa individanpassad reklam, något som kan uppfattas som integritetskränkande.

Syfte:

Analysera och beskriva användarens beteende och vidare kunskap om individanpassad reklam, via cookies, på Facebook.

Teori:

Den teoretiska referensramen omfattar bakgrundsinformation om Facebook, cookies och individanpassad reklam. Grundläggande teori baseras på hur företag använder sig av Facebook, cookies och individanpassad reklam för att marknadsföra sina produkter och tjänster.

Metod:

Studien har tillämpat en deduktiv ansats med en webbenkät som datainsamlingsverktyg. Enkäten sändes ut till 3318 programstudenter på Högskolan Dalarna, med svenska som undervisningsspråk.

Resultat:

Studiens resultat redovisas utifrån insamlad data från enkätundersökningen. Data sammanställdes i stapeldiagram, histogram och i tabeller med beskrivande statistik och medelvärde.

Slutsats:

Användaren besitter inte kunskap om vad de accepterar när de godkänner Facebooks användarvillkor och anser sig inte vara orolig över den personliga information Facebook tar del av i kommersiellt syfte.

Abstract [en]

Problem:

Accepting the term of use for cookies and Facebook, gives companies information about each user of Facebook so they can create personalized advertising.

Purpose:

The purpose of the paper is to analyze and describe the user´s behavior and further knowledge of personalized advertising, through cookies, on Facebook.

Theory:

The theoretical frame includes information about Facebook, cookies and personalized advertisements. The theory is based on how companies use Facebook, cookies and personalized advertisements to promote their products and services.

Method:

The study has used a deductive approach with a web questionnaire as a data collection tool. The questionnaire was sent to 3318 students at Högskolan Dalarna, with Swedish as the language of instruction.

Results:

The results of the study is based on collected data from the survey. The data was compiled in bar charts, histograms and a table with descriptive statistics and mean.

Conclusion:

The user does not have knowledge of what they accept when they approve Facebook's Terms of Service and do not feel worried about the personal information Facebook delivers for commercial purposes.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Social media, Facebook, personalized advertising, cookie, Integrity and behavior
Keyword [sv]
Sociala medier, Facebook, individbaserad reklam, cookies, integritet och beteende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-25467OAI: oai:DiVA.org:du-25467DiVA: diva2:1119064
Available from: 2017-07-03 Created: 2017-07-03

Open Access in DiVA

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CiteExportLink to record
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Citation style
  • apa
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