Double&Restuccia_Millennials Personalisation and Privacy_FinalRevision_Nov2017.pdf (286.74 kB)
Is online personalisation important to millennials? A UK study in the context of personalised search engines
Online personalisation has recently become a trend across the Internet. By using consumer data and advances in technology, brands are able to provide individual users with different content across the same platform through personalisation. Despite benefits for both marketers and consumers being evident, there are growing concerns regarding the provision of personal data for this purpose. This chapter aims to explore how Millennials perceive the cost and benefits of online personalisation in the context of search engines, as well as how they interact with personalised platforms. The results of an online survey of UK consumers suggest that privacy concerns and perceived benefits especially influence Millennials’ willingness to interact with search engine personalisation in the disclosure of personal data. Privacy concerns affect willingness to disclose contact data in particular, which appears to be a cost that Millennials overall appear unwilling to forgo for greater personalisation online. However, Millennials are found to desire high levels of personalisation either side of this concern. Interestingly, a positive relationship is found between Internet expertise and the perceived value of search engine personalisation. No evidence is found to suggest control or consumer-brand relationship as significantly influential in Millennials’ perceptions of search engine personalisation.
History
Publication status
- Published
File Version
- Accepted version
Publisher
Nova Science PublishersPage range
21-66Pages
220.0Book title
Millennials: trends, characteristics, and perspectivesISBN
9781536131543Series
Social Issues, Justice and StatusDepartment affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Editors
Joy Van Eck Peluchette, Megan W GerhardtLegacy Posted Date
2019-03-01First Open Access (FOA) Date
2019-03-01First Compliant Deposit (FCD) Date
2019-02-27Usage metrics
Categories
No categories selectedKeywords
Licence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC