Owing to the phenomenal growth of online social networks and the resulting interest of marketers in this new medium, this thesis investigates user perception of targeted advertisements on Facebook, the world’s largest and fastest growing social network. Based on a critical literature review, results of previous research studies, and expert interviews with social media practitioners, the author develops a conceptual framework consisting of seven factors that are theorised to impact on how users perceive personalised ads in a social network environment. This framework is partially verified on an empirical basis by means of an online survey among 97 Facebook users. The results provide novel and useful insights into user perception of targeted ads on Facebook that could be used as guidelines for practitioners and as a starting point for further studies.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 1.1 Background and Importance of the Topic
- 1.2 Problem Statement and Disposition of This Paper
- 2 Social Media
- 2.1 Social Networks - Real vs. Virtual Networks
- 2.2 Online Social Networks
- 2.3 Typology of Online Social Networks
- 2.4 Profile Visibility and Information Disclosure
- 2.5 Privacy and Data Security in Online Social Networks
- 2.6 Facebook
- 3 Online Advertising
- 3.1 Types of Online Advertising
- 3.1.2 Targeted vs. Non-Targeted Online Advertising
- 3.1.2.1 Behavioural Targeting
- 3.1.2.2 Social Targeting
- 3.2 Social Media Marketing
- 3.2.1 Features of Social Media Marketing
- 3.3 Advertising on Online Social Networks
- 3.3.1 User Perception of Targeted Ads in Social Networks
- 4 Recapitulation
- 5 Empirical Study
- 5.1 Methodology
- 5.1.1 Data Collection
- 5.1.2 Survey Structure
- 5.1.3 Organisation, Execution, and Sample Group
- 5.1.4 Data Analysis
- 5.2 Survey Results
- 5.2.1 Socio-Demographic Factors
- 5.2.2 Internet and Online Social Network Usage
- 5.2.3 Privacy and Data Security
- 5.2.4 Advertising
- 6 Discussion of Results
- 6.1 Privacy and Data Security (Hypotheses 1 & 2)
- 6.2 User Perception of Advertising on Facebook
- 6.2.1 Hypotheses 3 & 4
- 6.2.2 Hypotheses 5 & 6
- 6.2.3 Hypothesis 7
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis investigates user perception of targeted advertisements on Facebook. The main objective is to develop and partially verify a conceptual framework explaining how users perceive personalized ads within a social network environment. This is achieved through a literature review, expert interviews, and an online survey of Facebook users.
- User perception of targeted advertising on Facebook
- The influence of privacy concerns on ad perception
- The impact of social context on advertising effectiveness
- Development and testing of a conceptual framework for understanding user responses to targeted ads
- Implications for social media marketing practitioners
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This chapter sets the stage for the thesis by introducing the context of online social networks and targeted advertising. It highlights the rapid growth of Facebook and the increasing interest of marketers in this platform. The chapter establishes the research problem, which focuses on understanding user perception of targeted ads in this environment, and outlines the structure of the thesis.
2 Social Media: This chapter provides a comprehensive overview of social media, distinguishing between real and virtual networks and exploring the characteristics of online social networks. Different typologies of online social networks are examined, along with crucial aspects such as profile visibility, information disclosure, privacy, and data security. The chapter concludes with a detailed focus on Facebook, its features, and its position within the broader landscape of online social networks.
3 Online Advertising: This chapter delves into the world of online advertising, categorizing different types and specifically focusing on targeted versus non-targeted advertising. Key targeting methods such as behavioral and social targeting are analyzed. The chapter also covers social media marketing and its unique features, leading to a discussion of advertising within the context of online social networks and user perceptions of targeted ads within these environments. It lays the groundwork for understanding the user perspective that is central to the subsequent empirical investigation.
4 Recapitulation: This chapter summarizes the key findings and arguments from the preceding literature review chapters. It synthesizes the theoretical framework built upon the analysis of social media, online advertising, and user behavior. This serves as a bridge between the theoretical foundation and the empirical study that follows.
5 Empirical Study: This chapter details the methodology employed in the empirical study conducted to test the research hypotheses. It covers data collection methods (online survey), survey structure, sample group selection, and data analysis techniques. The chapter provides a thorough explanation of the research design and implementation, ensuring transparency and reproducibility.
Schlüsselwörter (Keywords)
Targeted advertising, Facebook, online social networks, user perception, privacy, data security, social media marketing, behavioral targeting, social targeting, empirical study, conceptual framework.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this research?
This research investigates user perception of targeted advertisements on Facebook. The primary goal is to develop and partially validate a conceptual framework explaining how users perceive personalized ads within a social network setting. This is accomplished through a literature review, expert interviews, and an online survey of Facebook users.
What are the key themes explored in this research?
The research explores several key themes, including: user perception of targeted advertising on Facebook; the influence of privacy concerns on ad perception; the impact of social context on advertising effectiveness; and the development and testing of a conceptual framework for understanding user responses to targeted ads. The implications for social media marketing practitioners are also considered.
What is the structure of the research paper?
The paper is structured into six chapters: Chapter 1 provides an introduction and sets the research context; Chapter 2 offers a comprehensive overview of social media, including Facebook; Chapter 3 delves into online advertising, focusing on targeted advertising methods; Chapter 4 summarizes the findings of the literature review; Chapter 5 details the empirical study methodology and results; and Chapter 6 discusses the results and their implications.
What methodology was used in the empirical study?
The empirical study employed an online survey to collect data from Facebook users. The chapter details the survey structure, sample group selection, and data analysis techniques used. The aim was to ensure transparency and reproducibility of the research design and implementation.
What are the key aspects of social media discussed in the research?
The research discusses various aspects of social media, including the distinction between real and virtual networks, the typology of online social networks, profile visibility, information disclosure, privacy concerns, data security, and a detailed examination of Facebook's features and role in the broader online social networking landscape.
What types of online advertising are covered in the research?
The research covers various types of online advertising, with a particular emphasis on targeted versus non-targeted advertising. Specific targeting methods such as behavioral and social targeting are analyzed. The research also addresses social media marketing and advertising within the context of online social networks.
What are the key findings and arguments presented in the recapitulation chapter?
The recapitulation chapter summarizes the key findings and arguments from the literature review chapters. It synthesizes the theoretical framework built on the analysis of social media, online advertising, and user behavior, bridging the theoretical foundation and the empirical study.
What are the key results discussed in the discussion of results chapter?
The discussion of results chapter focuses on the analysis of user perception of targeted advertising on Facebook, examining the influence of privacy concerns and the impact of social context on advertising effectiveness. Specific hypotheses related to privacy, data security, and user perception of ads are tested and discussed.
What are the keywords associated with this research?
The keywords associated with this research include: Targeted advertising, Facebook, online social networks, user perception, privacy, data security, social media marketing, behavioral targeting, social targeting, empirical study, and conceptual framework.
- Citar trabajo
- Timo Beck (Autor), 2010, User Perception of Targeted Ads in Online Social Networks, Múnich, GRIN Verlag, https://www.grin.com/document/167190
