 The Impact of Data-Driven Marketing on Privacy Concerns Among Young Adults and Their Interaction with BrandsAlina Lovitskaya A chapter in Marke und digitale Medien, 2025, pp 213-233 from Springer Abstract: Abstract The evolution of marketing has led to the current phase of Marketing 5.0, which combines human-centricity and technology-focus. Advancements in information technology have allowed for data-driven personalisation strategies in marketing, which has caused privacy concerns among consumers. This research investigates consumers’ experiences with targeted advertisements, personalised offers, their privacy concerns, interaction with brands and the relationship between these variables. A series of qualitative interviews (N = 7) was conducted among young adults (18-30 years old) and analysed according to the grounded theory method. The procedure resulted in the formulation of eight hypotheses, describing the emerged patterns. The findings showed that data-driven marketing practices trigger privacy concerns and hinder consumer engagement when the message is too precise, contains personal information, or is repetitive. Privacy concerns are reduced, and consumer interaction increased when the purpose and the benefits of data collection are clear to the consumer. Based on the findings further recommendations for marketers and policymakers are provided. Date: 2025 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-46355-7_12 Ordering information: This item can be ordered from DOI: 10.1007/978-3-658-46355-7_12 Access Statistics for this chapter More chapters in Springer Books from Springer |
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