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

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

*Syaifa Tania orcid scopus publons  -  Departemen Ilmu Komunikasi, Universitas Gadjah Mada, Indonesia
Open Access Copyright 2023 Interaksi: Jurnal Ilmu Komunikasi under https://creativecommons.org/licenses/by-sa/4.0/.

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
Recent articles
MODEL SELF-DISCLOSURE GENERASI Z PENGGUNA BERAT MEDIA SOSIAL MENGEKSPLORASI PARADOKS PRIVASI GEN-Z DALAM PERSONALISASI IKLAN DI MEDIA DIGITAL REMAJA, MEDIA SOSIAL DAN UJARAN KEBENCIAN: STUDI KONSUMSI ONLINE RELIGIOUS CONTENT DI BANTEN More recent articles
Most cited articles
Komunikasi Orangtua-Anak dalam Pengambilan Keputusan Pendidikan FENOMENA PHUBBING DI ERA MILENIA (Ketergantungan Seseorang pada Smartphone terhadap Lingkungannya) Peranan Komunikasi Interpersonal Antara Guru Bimbingan Konseling (BK) dengan Siswa dalam Menangani Kenakalan Siswa (Studi Kasus di SMP Kristen 2 Salatiga) Faktor-faktor Penting Daya Tarik Stasiun Radio Bagi Pendengar Radio Di Kota Semarang 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 More cited articles
  1. 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
  2. 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
  3. Cruz, R., Leonhardt, J., & Pezzuti, J. (2017). Second Person Pronouns Enhance Consumer Involvement and Brand Attitude. Journal of Interactive Marketing, 39, 104-116
  4. Dahlgren, S., & Tabell, B. (2017). Personalized advertising online and its difficulties with customer privacy. Master Thesis, Karlstad Business School, Sweden
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. Lawler, E. (2001). An affect theory of social exchange. American Journal of Sociology, 10(1), 321-352
  15. 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
  16. 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
  17. 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
  18. Movanita, A. N. (2021, August 7). Tren Belanja Online Naik, BI Proyeksi Nilai Transaksi E-Commerce di 2021 Sentuh Rp 395 Triliun. Kompas.com
  19. 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
  20. 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
  21. 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
  22. Smith, H., Dinev, T., & Xu, H. (2011). Information privacy research: An interdisciplinary review. MIS Q, 35(4), 989-1016
  23. 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
  24. 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
  25. 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
  26. Westin, A. (2003). Social and political dimensions of privacy. Journal of Social Issues, 59(2), 431-453
  27. Widyastuti, D. A. R., & Santoso, N. R. (2014). Perilaku Remaja Pengguna Facebook Berdasarkan Perspektif Gender. Interaksi: Jurnal Ilmu Komunikasi, 3(1), 24-33
  28. 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
  29. Zhang, J., & Zhu, J. (2014). Research intelligent precision marketing of e-commerce based on the big data. Journal Management Strategies, 5(1), 33-40
  30. 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
  31. 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: 2024-12-26 00:08:19

No citation recorded.