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Is online personalisation important to millennials? A UK study in the context of personalised search engines

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posted on 2023-06-09, 17:03 authored by Maria RestucciaMaria Restuccia, Jenny Double
Online personalisation has recently become a trend across the Internet. By using consumer data and advances in technology, brands are able to provide individual users with different content across the same platform through personalisation. Despite benefits for both marketers and consumers being evident, there are growing concerns regarding the provision of personal data for this purpose. This chapter aims to explore how Millennials perceive the cost and benefits of online personalisation in the context of search engines, as well as how they interact with personalised platforms. The results of an online survey of UK consumers suggest that privacy concerns and perceived benefits especially influence Millennials’ willingness to interact with search engine personalisation in the disclosure of personal data. Privacy concerns affect willingness to disclose contact data in particular, which appears to be a cost that Millennials overall appear unwilling to forgo for greater personalisation online. However, Millennials are found to desire high levels of personalisation either side of this concern. Interestingly, a positive relationship is found between Internet expertise and the perceived value of search engine personalisation. No evidence is found to suggest control or consumer-brand relationship as significantly influential in Millennials’ perceptions of search engine personalisation.

History

Publication status

  • Published

File Version

  • Accepted version

Publisher

Nova Science Publishers

Page range

21-66

Pages

220.0

Book title

Millennials: trends, characteristics, and perspectives

ISBN

9781536131543

Series

Social Issues, Justice and Status

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Editors

Joy Van Eck Peluchette, Megan W Gerhardt

Legacy Posted Date

2019-03-01

First Open Access (FOA) Date

2019-03-01

First Compliant Deposit (FCD) Date

2019-02-27

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