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Identifying the elements that retain consumers on two-sided platforms after a privacy misconduct

Pardesi, Prashant Deepak (2019) Identifying the elements that retain consumers on two-sided platforms after a privacy misconduct. Masters thesis, Dublin, National College of Ireland.

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Abstract

Advertising has changed in recent years, with digital marketing use of data has brought an entirely new dimension into the marketing industry. One of these new dimensions are the two-sided platforms. Emergence of such platform has brought marketers closer to the consumers. The nature of these platforms is such that it helps marketers gather consumer data more conveniently. This has built immense pressure in the industry for businesses to gain consumer’s attention and retain these consumers. Because of its complex nature, literature related to this phenomenon is underdeveloped. There has been studies relating to this phenomenon but study which examines the relation between retention, two-sided platform and privacy is limited. This has led to a gap in business knowledge.

The main purpose of this research is to Identify the elements that retain consumers on two-sided platforms after privacy misconduct through consumer’s perspective. A lot of emphasize is based on consumer’s view towards this study topic. Study will provide in-depth insight into consumer’s perspective of privacy, trust, necessity and influence.

Nine in-depth interviews were carried out with consumers of three different two-sided platforms each dealing in Social media, eCommerce and Search engine with a common theme to discover the element which retains consumers. An Interpretivist approach was applied for this study and with the help of open-coding thematic technique data was analysed. The findings of this study focused on the need for platforms to gain consumer trust to increase credibility as credibility is proportional to reliability. Consumer trust can also help platforms gather more data from consumers. This practice was also discouraged when the platforms have undesirable outcomes. The strong outcomes from this topic encourages further investigation and therefore recommends a need for further research on the topic.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in International Business
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 22 Oct 2019 14:41
Last Modified: 22 Oct 2019 14:41
URI: http://trap.ncirl.ie/id/eprint/4003

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