The Influence of Personalized Content Use in Online Advertising on Its Perception by Users

Student: Sholomitckaia Kseniia

Supervisor: Kirill Chmel

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

Nowadays, the use of personalized advertising messages for promoting goods and services remains a primary communication channel for many companies. At the same time, performance indicators of personalized ads show controversial results and provoke number of issues related to user concerns regarding the use of their personal data. The purpose of this study is to identify the influence nature of advertisements personalization by using the username in the layout, on the level of users’ concerns about violation of their information boundaries. In addition, special attention is paid to studying the influence of the platform, on which the advertising message is placed, on the user perception of a personalized message. By conducting an online web-eyetracking research, we obtained results indicating an increase in the level of user concerns while facing with personalized advertising messages. Significant differences were identified in user perception of personalized content on various resources.

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