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Os paradoxos da personalização do marketing digital: uma análise comparativa entre gerações
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Esta dissertação de mestrado analisa o crescente recurso a bloqueadores de anúncios e navegadores privados por parte dos consumidores de diferentes gerações, investigando o impacto da teoria do cálculo da privacidade. Pretende preencher lacunas na literatura ao integrar a dimensão do envolvimento da marca pelo cliente no modelo de McKee et al. (2023), e avalia os comportamentos dos consumidores em relação ao marketing digital personalizado e não personalizado, tendo em conta dois paradoxos da personalização: privacidade-benefícios e prevenção-aborrecimento.
A metodologia incluiu a recolha de dados através de fontes secundárias e de um questionário online, com 406 respostas válidas. A análise quantitativa utilizou estatística descritiva, análise fatorial exploratória e confirmatória, revelando uma predominância masculina na amostra, com a maioria pertencente à geração Z.
As análises demonstraram que as preocupações com privacidade variam entre gerações, com a geração Y mostrando maior preocupação, enquanto os benefícios percebidos da personalização não diferem significativamente. Não foram encontradas diferenças significativas em termos de aborrecimento causado pelas marcas, nem no marketing não personalizado e na prevenção associada às marcas. No entanto, o envolvimento do cliente com a marca variou, sendo mais elevado na geração Z.
A discussão destaca a importância de estratégias de marketing sensíveis à privacidade e personalizadas, tendo em conta as diferenças entre as gerações. Reconhecem-se as limitações do estudo, como a amostra restrita e a natureza exclusivamente online da pesquisa, sugerindo-se para futuras investigações amostras mais amplas e métodos de recolha de dados complementares.
This master's dissertation examines the increasing use of ad blockers and private browsers by consumers of different generations, investigating the impact of privacy calculus theory. It aims to fill gaps in the literature by integrating the dimension of customer brand engagement into McKee et al. (2023) model and evaluates consumer behaviors regarding personalized and non-personalized digital marketing, considering two personalization paradoxes: privacy-benefits and avoidance-bother. The methodology involved data collection through secondary sources and an online questionnaire, yielding 406 valid responses. Quantitative analysis employed descriptive statistics, exploratory, and confirmatory factor analysis, revealing a male predominance in the sample, with most belonging to Generation Z. The analyses showed that privacy concerns vary among generations, with Generation Y exhibiting greater concern, while perceived benefits of personalization do not differ significantly. No significant differences were found in terms of brand-induced annoyance or in non-personalized marketing and brand-related prevention. However, customer engagement with the brand varied, being higher in Generation Z. The discussion highlights the importance of privacy-sensitive and personalized marketing strategies, taking into account generational differences. The study acknowledges limitations such as the restricted sample and the exclusively online nature of the research, suggesting broader samples and complementary data collection methods for future investigations.
This master's dissertation examines the increasing use of ad blockers and private browsers by consumers of different generations, investigating the impact of privacy calculus theory. It aims to fill gaps in the literature by integrating the dimension of customer brand engagement into McKee et al. (2023) model and evaluates consumer behaviors regarding personalized and non-personalized digital marketing, considering two personalization paradoxes: privacy-benefits and avoidance-bother. The methodology involved data collection through secondary sources and an online questionnaire, yielding 406 valid responses. Quantitative analysis employed descriptive statistics, exploratory, and confirmatory factor analysis, revealing a male predominance in the sample, with most belonging to Generation Z. The analyses showed that privacy concerns vary among generations, with Generation Y exhibiting greater concern, while perceived benefits of personalization do not differ significantly. No significant differences were found in terms of brand-induced annoyance or in non-personalized marketing and brand-related prevention. However, customer engagement with the brand varied, being higher in Generation Z. The discussion highlights the importance of privacy-sensitive and personalized marketing strategies, taking into account generational differences. The study acknowledges limitations such as the restricted sample and the exclusively online nature of the research, suggesting broader samples and complementary data collection methods for future investigations.
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Keywords
Comportamento do Consumidor Gerações Marketing Digital Personalização