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Personalization and Privacy: The Assessment and Concerns of Generation Z

Personalization and Privacy: The Assessment and Concerns of Generation Z

Iolanda Vieira, Cristina S. Rodrigues, Filipa Vieira
Copyright: © 2024 |Pages: 22
ISBN13: 9781668491461|ISBN10: 166849146X|ISBN13 Softcover: 9781668491478|EISBN13: 9781668491485
DOI: 10.4018/978-1-6684-9146-1.ch006
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MLA

Vieira, Iolanda, et al. "Personalization and Privacy: The Assessment and Concerns of Generation Z." Connecting With Consumers Through Effective Personalization and Programmatic Advertising, edited by Jorge Remondes, et al., IGI Global, 2024, pp. 109-130. https://doi.org/10.4018/978-1-6684-9146-1.ch006

APA

Vieira, I., Rodrigues, C. S., & Vieira, F. (2024). Personalization and Privacy: The Assessment and Concerns of Generation Z. In J. Remondes, P. Madeira, & C. Alves (Eds.), Connecting With Consumers Through Effective Personalization and Programmatic Advertising (pp. 109-130). IGI Global. https://doi.org/10.4018/978-1-6684-9146-1.ch006

Chicago

Vieira, Iolanda, Cristina S. Rodrigues, and Filipa Vieira. "Personalization and Privacy: The Assessment and Concerns of Generation Z." In Connecting With Consumers Through Effective Personalization and Programmatic Advertising, edited by Jorge Remondes, Paulo Madeira, and Carlos Alves, 109-130. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/978-1-6684-9146-1.ch006

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Abstract

Technology has changed the forms and means of advertising. With the rise of personalized online advertising, it becomes appropriate to explore the perceptions and concerns of Generation Z in the context of greater ease and proximity to consumption. With strong technological capabilities, those young consumers represent a strong buyer segment in the digital market. This chapter presents the results of a survey based on a questionnaire addressed to Generation Z. Based on a sample of 408 Portuguese university students, the results of the study highlight the high perceptions of attitude, utility, and value, as well as the privacy concerns that these associate with personalized online advertising. Given the lack of identified studies for the Portuguese case, this study contributes to a greater knowledge of Generation Z consumers. It is also expected to help companies improve their online advertising strategies targeted at customers with the technological skills characteristic of this generation.

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