Do they really care about targeted political ads? Investigation of user privacy concerns and preferences
Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review
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ECIS 2019 proceedings: information systems for a sharing society ; proceedings of the 27th European Conference on Information Systems (ECIS), June 8-14, 2019, Stockholm & Uppsala, Sweden. ed. / Jan vom Brocke; Shirley Gregor; Oliver Muller. Atlanta: Association for Information Systems, 2020. 77 (European Conference on Information Systems ; Vol. 2019, No. 27).
Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review
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RIS
TY - CHAP
T1 - Do they really care about targeted political ads? Investigation of user privacy concerns and preferences
AU - Baum, Katharina
AU - Meißner, Stefan
AU - Abramova, Olga
AU - Krasnova, Hanna
N1 - Conference code: 27
PY - 2020
Y1 - 2020
N2 - Reliance on targeted political ads has skyrocketed in recent years, leading to negative reactions in media and society. Nonetheless, only few studies investigate user privacy concerns and their role in user acceptance decisions in the context of online political targeting. To fill this gap, in this study we explore the magnitude of privacy concerns towards targeted political ads compared to “traditional” targeting in the product context. Surprisingly, we find no notable differences in privacy concerns between these use purposes. In the next step, user preferences over ad types are elicited with the help of a discrete choice experiment in the mobile app adoption context. Among others, our findings from simulations on the basis of a mixed logit model cautiously suggest that while targeted political advertising is perceived as somewhat less desirable by respondents, its presence does not consequentially deter users from choosing such an app, with user preferences being highly volatile. Together, these results contribute to a better understanding of users' privacy concerns and preferences in the context of targeted political advertising online.
AB - Reliance on targeted political ads has skyrocketed in recent years, leading to negative reactions in media and society. Nonetheless, only few studies investigate user privacy concerns and their role in user acceptance decisions in the context of online political targeting. To fill this gap, in this study we explore the magnitude of privacy concerns towards targeted political ads compared to “traditional” targeting in the product context. Surprisingly, we find no notable differences in privacy concerns between these use purposes. In the next step, user preferences over ad types are elicited with the help of a discrete choice experiment in the mobile app adoption context. Among others, our findings from simulations on the basis of a mixed logit model cautiously suggest that while targeted political advertising is perceived as somewhat less desirable by respondents, its presence does not consequentially deter users from choosing such an app, with user preferences being highly volatile. Together, these results contribute to a better understanding of users' privacy concerns and preferences in the context of targeted political advertising online.
KW - DCE
KW - Online privacy
KW - Political ads
KW - Targeting
KW - Business informatics
KW - Informatics
UR - http://www.scopus.com/inward/record.url?scp=85087109368&partnerID=8YFLogxK
UR - https://aisel.aisnet.org/ecis2019_rp/77/
M3 - Article in conference proceedings
AN - SCOPUS:85087109368
T3 - European Conference on Information Systems
BT - ECIS 2019 proceedings
A2 - vom Brocke, Jan
A2 - Gregor, Shirley
A2 - Muller, Oliver
PB - Association for Information Systems
CY - Atlanta
T2 - 27th European Conference on Information Systems: Information Systems for a Sharing Society - ECIS 2019
Y2 - 8 June 2019 through 14 June 2019
ER -