The impact of personalised advertising on consumer behaviour – Zuzana Kupčová
Zuzana Kupčová
Bachelor's thesis
The impact of personalised advertising on consumer behaviour
Dopad personalizovanej reklamy na správanie spotrebiteľa
Abstract:
Cieľom tejto bakalárskej práce je zistiť, či a ako vnímaná personalizácia reklamy ovplyvňuje správanie spotrebiteľa. Teoretická časť najprv definuje personalizovanú reklamu a navrhuje stratégie personalizovanej reklamy pre podniky. Po druhé, vysvetľuje, aký druh zhromaždených údajov používatela sa používa, ako aj otázky súvisiace s nimi. Ako tretie sa skúma postoj spotrebiteľov k personalizovanej reklame …moreAbstract:
The focus of this thesis is to identify whether and how the perceived personalisation of advertising influences consumer behaviour. The theoretical part firstly defines personalised advertising and suggests strategies of personalised advertising applicable for businesses. Secondly, it explains what kind of user-collected data is being used as well as issues connected with it. Thirdly, consumers' attitude …more
Language used: English
Date on which the thesis was submitted / produced: 5. 6. 2018
Identifier:
http://www.vse.cz/vskp/eid/76236
Thesis defence
- Date of defence: 4. 6. 2019
- Supervisor: Markéta Lhotáková
- Reader: Jaroslav Halík
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttp://www.vse.cz/vskp/eid/76236
Vysoká škola ekonomická v Praze
Bachelor programme / field:
Mezinárodní ekonomické vztahy / International Business
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