Title: Personalized marketing - Appreciated or a potential risk to generation Z´s integrity? 

Authors: Hannah Berg & Tova Karlsson 

Supervisor: Michal Lysek 

Background: Research has shown that with the advancement of technology, marketing has also changed from traditional to more digital. Personalized marketing is now a common marketing method where companies can create advertisements for everyone. This is possible through data collection to identify everyone’s behavior and preferences. The issue with this is that it can be perceived as a violation of consumer privacy. 

Purpose: The purpose of the thesis is to investigate Generation Z's opinions on personalized marketing and investigate if there are any differences in opinions between men and women. To achieve this purpose, the thesis will answer the following research questions: What are Generation Z's opinions on personalized marketing? Is there any difference in opinions between males and females?  

Method: This study is based on a qualitative study with an inductive approach. The basis of the study has been inspired by grounded theory. The authors have interviewed a total of nine respondents, four men and four women from different parts of Sweden, with various occupations, all within Generation Z. The ninth respondent is the CEO of a marketing company.  

Conclusion: Generally, the respondents prefer personalized marketing over traditional marketing. However, there is a difference in opinions between men and women, with women thinking that personalized marketing increases relevance, while men find it more irritating and see it as a threat to their integrity. Although, both genders agree that eavesdropping is perceived as a violation of privacy. Personalized marketing is more effective on women than on men. From a business perspective, personalized marketing is advantageous but also has negative aspects. Success in marketing for companies relies on effective strategies and follow guidelines and laws.  

Keywords: Personalized marketing, cookies, personal integrity, eavesdropping