20.500.12556/DKUM-98567 Etični izzivi v marketingu storitev: obravnavanje vprašanj zasebnosti in manipulacije v personaliziranem oglaševanju Ethical challenges in services marketing: privacy and manipulation issues in personalised advertising Personalizirano oglaševanje obravnava pomemben element sodobnega digitalnega marketinga, saj omogoča prilagajanje oglasnih vsebin na osnovi podatkov o uporabnikih. Kljub številnim prednostim, kot so večja relevantnost oglasov in izboljšana uporabniška izkušnja, takšne prakse odpirajo tudi pomembna vprašanja glede zasebnosti, transparentnosti, zaupanja ter zaznave manipulacije. Namen magistrskega dela je bil raziskati vpliv personaliziranega oglaševanja na zaznave in vedenje uporabnikov s poudarkom na zaznavi zbiranja osebnih podatkov, skrbi za zasebnost, transparentnosti oglaševanja ter uporabi umetne inteligence. Empirična raziskava je bila izvedena s kvantitativno metodo in anketnim vprašalnikom. Rezultati so pokazali, da so bile vse postavljene hipoteze potrjene, in sicer: višja zaznava zbiranja osebnih podatkov zmanjšuje zaupanje uporabnikov, večja skrb za zasebnost povečuje zaznavo oglasov kot vsiljivih, višja transparentnost izboljšuje zaznavo etičnosti oglaševanja, zaznana uporaba umetne inteligence pa povečuje občutek manipulacije. Ugotovitve potrjujejo, da personalizirano oglaševanje ne vpliva zgolj na učinkovitost komunikacije, temveč tudi na zaznave uporabnikov in njihovo vedenje. Ključno vlogo pri tem igra ravnotežje med koristmi personalizacije ter zaznano transparentnostjo, nadzorom nad podatki in zaščito zasebnosti. Delo tako prispeva k boljšemu razumevanju vpliva digitalnega oglaševanja na uporabnike ter ponuja smernice za etično in odgovorno uporabo personalizacije v praksi. Personalized advertising represents an important element of modern digital marketing, as it enables the adaptation of advertising content based on user data. Despite its numerous advantages, such as increased relevance of advertisements and improved user experience, these practices also raise important concerns related to privacy, transparency, trust, and the perception of manipulation. The aim of this master's thesis was to examine the impact of personalized advertising on users’ perceptions and behavior, with a focus on the perception of personal data collection, privacy concerns, advertising transparency, and the use of artificial intelligence. The empirical study was conducted using a quantitative method and a survey questionnaire. The results showed that all proposed hypotheses were confirmed: a higher perception of personal data collection reduces users’ trust, greater privacy concerns increase the perception of advertisements as intrusive, higher transparency improves the perception of advertising ethics, and the perceived use of artificial intelligence increases the feeling of manipulation. The findings confirm that personalized advertising does not only affect communication effectiveness, but also significantly influences users’ perceptions and behavior. A key factor in this context is the balance between the benefits of personalization and the perceived transparency, control over data, and privacy protection. The study contributes to a better understanding of the impact of digital advertising on users and provides guidelines for the ethical and responsible use of personalization in practice. personalizirano oglaševanje zasebnost zaupanje transparentnost umetna inteligenca manipulacija personalized advertising privacy trust transparency artificial intelligence perceived manipulation true true false K. Nikolić] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-06-21 11:56:27 2026-08-27 10:44:07 2026-08-28 03:14:11 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13:004 289085443 MAG_Nikolic_Katarina_2026.pdf MAG_Nikolic_Katarina_2026.pdf 1 B51051D5A04E68182DB17F9FE2AA063A a7172fcfb547a87d8b4a275f10e00b8f19a5d8a8d5daf49a2744506a9d535030 6e54d816-7dd4-11f1-a450-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=208181 Ekonomsko-poslovna fakulteta 0 0 0