Personalised Digital Advertising: When Does Consumer Trust Turn to Intrusion?

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bachelor_Cordova_Castellani_Evelisa_2025.pdf (2.09 MB)

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School of Business | Bachelor's thesis
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Date

2025

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

37

Series

Abstract

This thesis investigates the relationships between personalised digital advertising, consumer trust, and privacy through a bibliometric analysis. Four key thematic clusters were identified and analysed further. Across these themes, findings suggest that successful and ethical personalisation depends on establishing transparency and maintaining a balance between personal relevance and privacy boundaries. This thesis contributes to the ongoing academic discussion by offering an integrated understanding of the psychological, ethical, regulatory, and strategic dimensions of personalised advertising.

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Thesis advisor

Özdal, Aslı

Keywords

personalisation, consumer trust, privacy, digital advertising

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https://urn.fi/URN:NBN:fi:aalto-202505183758

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[kand] Kauppakorkeakoulu / BIZ (Open Access)