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Publication
Atitude dos consumidores face à personalização de anúncios no Instagram
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| 2.19 MB | Adobe PDF |
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Abstract(s)
Com a crescente digitalização e o uso de redes sociais, as marcas tiveram que adaptar as suas estratégias para se conectar com os consumidores. A personalização de conteúdos com base nos dados de comportamento e preferências dos consumidores emergiu como uma potencial ajuda nesse sentido. No entanto, essa personalização enfrenta desafios significativos, especialmente relacionados à privacidade dos dados, levando ao que é conhecido como "paradoxo da personalização-privacidade".
Com base na teoria do comportamento planeado este estudo investiga a atitude dos consumidores em relação a anúncios personalizados no Instagram, considerando quer os benefícios, quer os receios. Para testar o modelo conceptual optou-se por uma metodologia quantitativa com a recolha de dados de jovens consumidores do Instagram através de questionários online.
Os resultados mostram que a atitude dos consumidores em relação a anúncios personalizados é influenciada quer pelos benefícios percebidos, quer por preocupações com a privacidade. Por seu lado, a atitude contribui para o envolvimento dos consumidores, comunicação boca-a-boca e a intenção de compra. Este estudo traz insights que auxiliam a compreensão de como as marcas podem equilibrar a personalização com a necessidade de respeitar a privacidade dos consumidores, tornando-se cada vez mais relevante num mercado competitivo.
With the increasing digitalization and use of social media, brands have had to adapt their strategies to connect with consumers. Personalizing content based on consumer behavior and preference data has emerged as a potential help in this regard. However, such personalization faces significant challenges, especially related to data privacy, leading to what is known as the “personalization-privacy paradox”. Based on the theory of planned behavior and the cognitive-affective-behavioral model, this study investigates consumers’ attitudes towards personalized ads on Instagram, considering both benefits and concerns. To test the conceptual model, a quantitative methodology was chosen by collecting data from young Instagram consumers through online questionnaires. The results show that consumers’ attitudes towards personalized ads are influenced by both perceived benefits and privacy concerns. In turn, attitudes contribute to consumer engagement, purchase intention and word-of-mouth communication. This study provides insights that help understand how brands can balance personalization with the need to respect consumer privacy, becoming increasingly relevant in a competitive market.
With the increasing digitalization and use of social media, brands have had to adapt their strategies to connect with consumers. Personalizing content based on consumer behavior and preference data has emerged as a potential help in this regard. However, such personalization faces significant challenges, especially related to data privacy, leading to what is known as the “personalization-privacy paradox”. Based on the theory of planned behavior and the cognitive-affective-behavioral model, this study investigates consumers’ attitudes towards personalized ads on Instagram, considering both benefits and concerns. To test the conceptual model, a quantitative methodology was chosen by collecting data from young Instagram consumers through online questionnaires. The results show that consumers’ attitudes towards personalized ads are influenced by both perceived benefits and privacy concerns. In turn, attitudes contribute to consumer engagement, purchase intention and word-of-mouth communication. This study provides insights that help understand how brands can balance personalization with the need to respect consumer privacy, becoming increasingly relevant in a competitive market.
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Keywords
Marketing digital Comunicação digital Personalização Privacidade Redes sociais