论文信息 - Exploring the role of overt vs. covert personalization strategy in privacy calculus

Exploring the role of overt vs. covert personalization strategy in privacy calculus

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.

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