Exploring attitudes towards targeted online advertising through in-depth interviews

Abstract

THE AIMS OF THE PAPER
The aim of this study is to explore how young social media users perceive (behaviorally) targeted advertising. The research examines the underlying drivers of these attitudes through the lens of the (personalization)–privacy paradox, with particular attention to the aspects of usefulness, relevance, and privacy protection.

METHODOLOGY
The study employed an exploratory qualitative approach, conducting 15 in-depth interviews with active social media users aged 20–29. The interviews were analyzed using thematic analysis in NVivo 12, following a fully inductive coding process and a realist approach. As a result, 26 codes were identified and organized into 9 themes, which were then grouped into 3 overarching dimensions.

MOST IMPORTANT RESULTS
The study identified three main dimensions: the ad‑fit aspect, the emotional aspect, and the informational aspect. The results show that young social media users’ attitudes toward behavioral advertising are shaped simultaneously by rational benefits and strongly emotion‑based risks. Within the ad‑fit dimension, participants appreciated relevant offers, easier information gathering, and favorable prices, all of which strengthen the perceived benefits side of the privacy calculus. In parallel, the emotional aspect revealed feelings of concern, vulnerability, and privacy invasion, especially in the case of sensitive topics, highlighting the presence of perceived risks. Reflexive cookie acceptance and a general sense of resignation indicate that attitudes and actual behavior often diverge, reflecting the typical pattern of the privacy paradox. Finally, the lack of knowledge about how targeted advertising works further reinforces this contradiction and plays a key role in sustaining these paradoxes.

RECOMMENDATIONS
The study recommends enhancing the transparency of data management and ad targeting practices, for example through short, easy-to-understand explanations. It is important to reduce ad frequency, limit repetition, and establish specific targeting guidelines for sensitive topics. Additionally, user control should be strengthened by providing clear and easily accessible settings for managing ad preferences and the degree of personalization, thereby reducing negative emotional reactions and improving user trust.