Postoj k personalizovanému marketingu napříč generacemi

Abstract

This bachelor’s thesis focuses on personalized marketing and how it is perceived across Generations X, Y, and Z. The aim of the thesis is to determine whether generational differences influence users’ attitudes toward personalized advertising and the sharing of personal data in the online environment. The theoretical section introduces digital marketing, its basic tools, and the principles of personalization. The practical section is based on qualitative research conducted in the form of a focus group and supplemented by a quasi-experiment. Respondents first interacted with cookie banners on selected websites, while their reactions and decision-making processes were observed. This was followed by a group discussion focused on their views on personalized advertising, trust in the online environment, and willingness to share personal data. The results show that most respondents pay limited attention to cookie banners and often make decisions intuitively, rather than based on detailed information. At the same time, generational differences were identified, particularly in terms of trust levels and willingness to share user data. Younger generations are generally more open to personalization in exchange for greater user convenience, while older generations approach this issue more cautiously and give greater consideration to the potential risks associated with loss of privacy. Based on the findings, recommendations for marketing practice are proposed that can help better tailor communication to different generations.