EXPLORING THE ROLE OF OVERT VS. COVERT PERSONALIZATION STRATEGY IN PRIVACY CALCULUS.

作者：Heng Xu, Cheng Zhang, Pan Shi, Peijian Song · 发表于：Academy of Management Proceedings · 年份：2009 · DOI：10.5465/ambpp.2009.44249857 · 被引用次数：17 · 研究领域：Consumer Behavior in Brand Consumption and Identification、Customer Service Quality and Loyalty、Digital Marketing and Social Media

The article presents the results of research on location awareness marketing, using methods such as global positioning systems and cellular triangulation techniques. Trade-offs between privacy and marketing effectiveness are addressed. An overview of related previous studies is provided, along with details of the research protocol, which involved a scenario-based survey involving more than 500 university students. It was found that covert location awareness marketing involved greater privacy risk, but achieved higher levels of personalization.