Słowa kluczowe
paradoks personalizacji i prywatności
ochrona prywatności
komunikacja marketingowa online
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Abstrakt
Artykuł zawiera rozważania na temat istoty oraz kluczowych determinant paradoksu personalizacji i prywatności (PPP) – napięcia odczuwanego przez konsumentów, którzy z jednej strony, oczekują zindywidualizowanych komunikatów marketingowych, a z drugiej – obawiają się utraty prywatności wynikającej z udostępniania danych niezbędnych do tworzenia takich przekazów. Odwołując się do teorii kalkulacji prywatności, wymiany społecznej oraz poziomu uogólnienia, artykuł konceptualizuje to zjawisko jako złożony proces, integrujący mechanizmy racjonalne, relacyjne i poznawczo-afektywne. Ukazuje również relacje pomiędzy PPP a innymi paradoksami prywatności w środowisku cyfrowym, a także rozszerza zestaw determinant tego zjawiska w porównaniu z wcześniejszą publikacją z 2023 roku. Wyniki analizy literatury wskazują, że utrzymanie optymalnej, tj. akceptowalnej przez konsumentów, równowagi między personalizacją komunikacji marketingowej online a ochroną danych wymaga nie tylko transparentnych i etycznych praktyk w zakresie przetwarzania informacji osobistych, lecz także głębszego zrozumienia czynników determinujących PPP, zależnych od cech, postaw, wiedzy i doświadczeń klientów. W podsumowaniu zawarto rekomendacje dotyczące projektowania spersonalizowanych komunikatów marketingowych w środowisku cyfrowym w celu ograniczenia PPP.
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Licencja
Prawa autorskie (c) 2025 Aleksandra Kaniewska-Sęba, Artur Pohl
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Na tych samych warunkach 4.0 Miedzynarodowe.