Percorrer por autor "Florea, Andrei"
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- Applicability of the Basic Attention Token Model for strenghtening the relationship and loyalty between brands and Ad Block users with concerns for privacy and security in PortugalPublication . Florea, Andrei; Hernández-Ramírez, RodrigoWith widespread availability of the internet, advertising evolved, becoming digital. The digitalization of advertising has brought consumers and advertisers closer together, with opportunities for more direct and personalized products and communication. But at the same time, it has also driven them apart, leading consumers to the adoption of tools such as adblockers to prevent the display of ads and data collecting. Therefore, this study intends to focus on this dichotomy and the existing gap and explore the Basic Attention Token (BAT) model as a possible solution. This model rewards users for their attention, publishers for their work, and allows advertisers more precise and efficient strategies, while respecting every intervener’s privacy. Mixed research methodologies of qualitative and quantitative were employed to investigate and reach conclusions for the study’s objectives. An online questionary was implemented to investigate consumers' perceptions of the presented BAT Model and their motives for using adblockers on targeted online adverts. In addition, an in-depth interview was conducted with advertising professional to examine the industry's awareness of users’ concerns and their perception of the BAT Model as a possible solution to counteract adblocker usage and improve their relationship and loyalty with customers, while respecting their privacy needs.