Framtidens digitala konsument: En kvalitativ studie om konsumenternas attitydformering till personuppgifter och företags arbete med individanpassad marknadsföring
This study aims to create a deeper understanding of consumer attitudes regarding personalized marketing and companies collection and analysis of personal data. It also aims to contribute to a broader knowledge about the opportunities and challenges companies can face if consumer change their behavior if more control is given to them regarding their personal data. By working with relationship and p