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

Restuccia, Mariachiara and Double, Jenny (2018) Is online personalisation important to millennials? A UK study in the context of personalised search engines. In: Gerhardt, Megan W and Van Eck Peluchette, Joy (eds.) Millennials: trends, characteristics, and perspectives. Social Issues, Justice and Status . Nova Science Publishers, pp. 21-66. ISBN 9781536131543

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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.

Item Type: Book Section
Keywords: Millennials, search engine personalisation, online personalisation, privacy, personal data, privacy concerns, online behaviour
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences
Depositing User: Mariachiara Restuccia
Date Deposited: 01 Mar 2019 12:05
Last Modified: 01 Mar 2019 12:05

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