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Keywords: Personalised digital marketing
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Journal Articles
Journal:
Information Technology & People
Information Technology & People (2024) 37 (4): 1674–1695.
Published: 14 June 2023
... do consumers perceive the matter of personal data collection for the use of highly targeted and personalised ads post-GDPR-2018? The invasion of privacy vs the benefits of highly personalised digital marketing. Design/methodology/approach To address the research question, this qualitative study...
