Etični izzivi v marketingu storitev: obravnavanje vprašanj zasebnosti in manipulacije v personaliziranem oglaševanju

Nikolić, Katarina

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Title:	Etični izzivi v marketingu storitev: obravnavanje vprašanj zasebnosti in manipulacije v personaliziranem oglaševanju
Authors:	ID Nikolić, Katarina (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	MAG_Nikolic_Katarina_2026.pdf (6,69 MB) MD5: B51051D5A04E68182DB17F9FE2AA063A
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	personalizirano oglaševanje, zasebnost, zaupanje, transparentnost, umetna inteligenca, manipulacija
Place of publishing:	Maribor
Publisher:	K. Nikolić]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98567
UDC:	339.13:004
COBISS.SI-ID:	289085443
Publication date in DKUM:	27.08.2026
Views:	123
Downloads:	14
Metadata:
Categories:	EPF
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Licences

License:	CC BY-ND 4.0, Creative Commons Attribution-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nd/4.0/
Description:	Under the NoDerivatives Creative Commons license one can take a work released under this license and re-distribute it, but it cannot be shared with others in adapted form, and credit must be provided to the author.
Licensing start date:	21.06.2026

Secondary language

Language:	English
Title:	Ethical challenges in services marketing: privacy and manipulation issues in personalised advertising
Abstract:	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.
Keywords:	personalized advertising, privacy, trust, transparency, artificial intelligence, perceived manipulation

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