Personalizacja komunikacji marketingowej online – dopasowanie przekazu do oczekiwań klienta czy naruszenie jego prywatności?
Personalization of Online Marketing Communication – Tailoring the Message to the Customer’s Expectations or Violating His/Her Privacy?

Summary/Abstract: There is a common belief that the personalization of marketing activities onthe Internet generates benefits for either the marketer or the client. Literature reviewand the author’s own research show that such “uncritical” approach is not legitimate.Personalisation of e-marketing tools can also have some negative effects – it may givecustomers the feeling that their privacy has been violated, evoke the unwillingness toshare information and consequently create the negative perception of individualisedforms of marketing communication.The purpose of the article is to determine whether young, active and well-educatedInternet users in Poland recognise and accept personalised advertising, whether theyappreciate the marketing efforts of companies in this field or perceive them as a threatto their privacy. The paper presents the comparative analysis of the results of the studiesconducted in 2014 and 2017.

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