MENGEKSPLORASI PARADOKS PRIVASI GEN-Z DALAM PERSONALISASI IKLAN DI MEDIA DIGITAL

Syaifa Tania

doi:10.14710/interaksi.12.1.50-65

DOI: https://doi.org/10.14710/interaksi.12.1.50-65

MENGEKSPLORASI PARADOKS PRIVASI GEN-Z DALAM PERSONALISASI IKLAN DI MEDIA DIGITAL

*Syaifa Tania

- Departemen Ilmu Komunikasi, Universitas Gadjah Mada, Indonesia

Received: 31 Oct 2022; Accepted: 3 Jan 2023; Published: 30 Jun 2023.

Citation Format:

Abstract

The practice of disclosing personal information in accessing digital media is inevitable. In digital transaction consumers are required to fill personal data in which quite risky, while the nature of social media facilitate user to willingly share their daily life. This condition leads to the discussion of personalization-privacy paradox that put digital media user in a dilemmatic position. In one hand, they enjoy the relevancy of personalized offerings otherwise they worry about the risk of disclosing information as the result digital media algorithm. This study is aimed to capture the personalizationprivacy paradox faced by the gen Z as the true digital natives using survey method. As the result of the study, personalization-privacy paradox is a real issue faced by respondents. They actively calculate the risk and benefit of sharing their information in digital platform. Moreover, they also tend to be less cautious towards popular digital application as they already consider it as a safe platform.

Fulltext View|Download

Keywords: PersonalizationPrivacy Paradox; Generation Z; Digital Advertising; Privacy Calculu

Funding: Universitas Gadjah Mada

Article Metrics:

Article Info

Section: Articles

Language : ID

In Vol 12, No 1 (2023): June 2023

Recent articles

MODEL SELF-DISCLOSURE GENERASI Z PENGGUNA BERAT MEDIA SOSIAL REMAJA, MEDIA SOSIAL DAN UJARAN KEBENCIAN: STUDI KONSUMSI ONLINE RELIGIOUS CONTENT DI BANTEN PREFERENSI CALON PEMIMPIN DI PEMILIHAN UMUM TAHUN 2024 DALAM PEMBERITAAN MEDIA ONLINE More recent articles

Most cited articles

Pengaruh Tingkat Pendidikan, Pengetahuan, Sikap dan Terpaan Iklan Layanan Masyarakat KB Versi Shireen Sungkar dan Teuku Wisnu di TV terhadap Perilaku KB pada Wanita atau Pria dalam Usia Subur Faktor-faktor Penting Daya Tarik Stasiun Radio Bagi Pendengar Radio Di Kota Semarang SOCIAL STRATEGY PADA MEDIA SOSIAL UNTUK PROMOSI PARIWISATA DAERAH ISTIMEWA YOGYAKARTA Stigmatisasi Pemberitaan Terorisme di Media Massa FENOMENA PHUBBING DI ERA MILENIA (Ketergantungan Seseorang pada Smartphone terhadap Lingkungannya) More cited articles

Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34-49
Awad, N., & Krishnan, M. (2006). The personalization privacy paradox: An empirical evaluation of information transparency and the willingness to be profiled online for personalization. MIS Quarterly, 30(1), 13-28
Cruz, R., Leonhardt, J., & Pezzuti, J. (2017). Second Person Pronouns Enhance Consumer Involvement and Brand Attitude. Journal of Interactive Marketing, 39, 104-116
Dahlgren, S., & Tabell, B. (2017). Personalized advertising online and its difficulties with customer privacy. Master Thesis, Karlstad Business School, Sweden
Epsilon. (2018, Januari 9). Epsilon. Retrieved Juli 10, 2022, from https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
Estrada-Jimenez, J., Parra-Arnau, J., Rodriguez-Hoyos, A., & Fornec, J. (2017). Online advertising: Analysis of privacy threats and protection approaches. Computer Communications, 100, 32-51
Farman, L., Comello, M., & Edwards, J. (2020). Are consumers put off by retargeted ads on social media? Evidence for perceptions of marketing surveillance and decreased ad effectiveness. Journal of Broadcasting & Electronic Media, 64(2), 298-319
Hallam, C., & Zanella, G. (2017). Online self-disclosure: The privacy paradox explained as a temporally discounted balance between concerns and rewards. Computers in Human Behaviour, 68, 217-227
Hayes, J., Brinson, N., Bott, G., & Moeller, C. (2021). The influence of consumer-brand relationship on the personalized advertising privacy calculus in social media. Journal of Interactive Marketing, 55, 16-30
Huang, J., & Zhou, L. (2018). Timing of web personalization in mobile shopping: A perspective from uses and gratifications theory. Computers in Human Behavior, 88, 103-113
Jung, A.-R. (2017). The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern. Computers in Human Behavior, 70, 303-309
Kastenholz, C. (2021, Mei 17). Gen Z and the Rise of Social Commerce. Retrieved Juli 2022, from Forbes: forbes.com/sites/forbesagencycouncil/2021/05/17/gen-z-and-the-rise-of-social-commerce/?sh=6fd7c333251d
Krafft, M., Arden, C., & Verhoef, P. (2017). Permission marketing and privacy concerns: Why do customers (not) grant permissions? Journal of Interactive Marketing, 39, 39-54
Lawler, E. (2001). An affect theory of social exchange. American Journal of Sociology, 10(1), 321-352
Lee, D.-J., Ahn, J.-H., & Bang, Y. (2011). Managing consumer privacy concerns in personalization: A strategic analysis of privacy protection? MIS Q, 35(2), 423-44
Logan, K., Bright, L., & Gangadharbatla, H. (2021). Exploring the privacy paradox among social media users in the USA. Journal of Data Protection&Privacy, 4(3), 303-321
Mosteller, J., & Poddar, A. (2017). To share and protect: Using regulatory focus theory to examine the privacy paradox of consumers' social media engagement and online privacy protection behaviors. Journal of Interactive Marketing, 39, 27-38
Movanita, A. N. (2021, August 7). Tren Belanja Online Naik, BI Proyeksi Nilai Transaksi E-Commerce di 2021 Sentuh Rp 395 Triliun. Kompas.com
Santoschchandrika, P., Babu, M. C., Mandapati, P., Jothsna, J., & Amirthayogam, G. (2014). Working of Instagram Algorithm. Internatonal Journal of Current Engineering and Scientific Research, 4(4), 39-42
Shandy, K. F. (2020, Oktober 20). Generasi Z dan Milenial Paling Banyak Lakukan Transaksi Digital. Retrieved Juli 2022, from Sindonews.com: https://ekbis.sindonews.com/read/202240/178/generasi-z-dan-milenial-paling-banyak-lakukan-transaksi-digital-1603181412
Singoringo, L. (2021, Juni 2). Belanja Digital Generasi Z Meningkat di Kala Pandemi, Apa Saja yang Dibelanjakan? Retrieved Juli 2022, from Kontan.co.id: https://industri.kontan.co.id/news/belanja-digital-generasi-z-meningkat-di-kala-pandemi-apa-saja-yang-dibelanjakan
Smith, H., Dinev, T., & Xu, H. (2011). Information privacy research: An interdisciplinary review. MIS Q, 35(4), 989-1016
Stejpic, A.-M., Vuksic, M., & Susa Vugec, D. (2019). Digital Literacy of the Generation Z Students and Their Attitudes and Believes toward ICT Knowledge and Skills. Vallis Aurea, 5(1), 18-29
Tania, S. (2021). Personalisasi dalam periklanan digital. In M. Sulhan, & L. M. Sadasri, Jagat Komunikasi Kontemporer: Ranah, Riset, Realitas. Yogyakarta, Indonesia: Gadjah Mada University Press
Wattal, S., Telang, R., Mukhopadhyay, T., & Boatwright, P. (2012). What's in a name? Impact of use of customer information in e-mail advertisements. Information System Research, 23(3), 431-453
Westin, A. (2003). Social and political dimensions of privacy. Journal of Social Issues, 59(2), 431-453
Widyastuti, D. A. R., & Santoso, N. R. (2014). Perilaku Remaja Pengguna Facebook Berdasarkan Perspektif Gender. Interaksi: Jurnal Ilmu Komunikasi, 3(1), 24-33
Xu, H., Carroll, J., & Rosson, M. (2011). The personalization privacy paradox: An exploratory study of decision making process for location-aware marketing. Decision Support Systems, 51(1), 42-52
Zhang, J., & Zhu, J. (2014). Research intelligent precision marketing of e-commerce based on the big data. Journal Management Strategies, 5(1), 33-40
Zhu, H., Ou, C., van den Heuvel, W., & Liu, H. (2017). Privacy calculus and its utility for personalization services in e-commerce: An analysis of consumer decision-making. Information&Management, 54, 427-437
Zhu, Y. Q., & Chang, J. H. (2016). The key role of relevance in personalized advertismenet: Examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions. Computers in Human Behaviour, 65, 442-447

Last update:

No citation recorded.

Last update: 2025-07-29 02:46:27

No citation recorded.

In order to be accepted and published by Interaksi: Jurnal Ilmu Komunikasi, the author (s) who submit a manuscript should complete the review process. Interaksi: Jurnal Ilmu Komunikasi articles are distributed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). Articles can be read, shared, and adapted even for commercial purposes under the following conditions:

Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

The copyright of received articles is assigned to the author (s). The author (s) have the right to the articles that have been published. The Editorial Team of Interaksi: Jurnal Ilmu Komunikasi and the Author(s) strive to ensure that no errors occur in the articles that have been published, both data errors and statements in the articles. Authors who publish in this journal agree to the following terms:

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
The journal allows the authors to hold the copyright and retain publishing rights without restrictions.
Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during submission, as it can lead to productive exchanges and earlier and greater citation of published work.