Comparison of mixed retailers’ online marketing strategies in Iceland and Thuringia: an ethical perspective
This Master’s Thesis focuses on mix retail and its relationship with the online advertisement industry. It contains an explanation about how mixed retailers (businesses with both web-shops and physical stores) in Iceland and Thuringia utilize user data, tracking, analytics and diverse online adverti...
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ftskemman:oai:skemman.is:1946/34857 2023-05-15T16:48:00+02:00 Comparison of mixed retailers’ online marketing strategies in Iceland and Thuringia: an ethical perspective Irma Patricia Reyes Dueñas 1993- Háskólinn í Reykjavík 2019-12 application/pdf http://hdl.handle.net/1946/34857 en eng http://hdl.handle.net/1946/34857 Viðskiptafræði Meistaraprófsritgerðir Rafræn viðskipti Auglýsingar Viðskiptasiðferði Business management E-commerce Advertising Business ethics Thesis Master's 2019 ftskemman 2022-12-11T06:56:25Z This Master’s Thesis focuses on mix retail and its relationship with the online advertisement industry. It contains an explanation about how mixed retailers (businesses with both web-shops and physical stores) in Iceland and Thuringia utilize user data, tracking, analytics and diverse online advertisement schemes to increase sales; the way data protection regulations in the European Union have changed how online advertisement agencies and hosts conduct their business and sell services in these two territories; and finally, an analysis of the ethical implications of tracking and the use of personal information for marketing purposes. Þessi meistararitgerð fjallar um rafræn viðskipti og tengsl þeirra við stafrænan auglýsingaiðnað. Hún gefur skýringu á hvernig smásalar á Íslandi og í Thuringja, sem hafa bæði að geyma verslun og verslun á netinu, nota gögn, mælingar, greiningar og fjölbreyttar auglýsingar á netinu til að auka sölu. Hún mun einnig kanna hvernig gagnaverndunarreglugerðir í Evrópusambandinu hafa breytt því hvernig auglýsingastofur á netinu og netheimili eiga viðskipti og selja þjónustu. Að lokum verða gefnar siðferðilegar ályktanir af mælingum og notkun persónulegra upplýsinga í markaðslegum tilgangi sem og hvernig viðskiptavinir verða í auknu magni háðir því að versla á netinu. Thesis Iceland Skemman (Iceland) |
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Skemman (Iceland) |
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ftskemman |
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English |
topic |
Viðskiptafræði Meistaraprófsritgerðir Rafræn viðskipti Auglýsingar Viðskiptasiðferði Business management E-commerce Advertising Business ethics |
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Viðskiptafræði Meistaraprófsritgerðir Rafræn viðskipti Auglýsingar Viðskiptasiðferði Business management E-commerce Advertising Business ethics Irma Patricia Reyes Dueñas 1993- Comparison of mixed retailers’ online marketing strategies in Iceland and Thuringia: an ethical perspective |
topic_facet |
Viðskiptafræði Meistaraprófsritgerðir Rafræn viðskipti Auglýsingar Viðskiptasiðferði Business management E-commerce Advertising Business ethics |
description |
This Master’s Thesis focuses on mix retail and its relationship with the online advertisement industry. It contains an explanation about how mixed retailers (businesses with both web-shops and physical stores) in Iceland and Thuringia utilize user data, tracking, analytics and diverse online advertisement schemes to increase sales; the way data protection regulations in the European Union have changed how online advertisement agencies and hosts conduct their business and sell services in these two territories; and finally, an analysis of the ethical implications of tracking and the use of personal information for marketing purposes. Þessi meistararitgerð fjallar um rafræn viðskipti og tengsl þeirra við stafrænan auglýsingaiðnað. Hún gefur skýringu á hvernig smásalar á Íslandi og í Thuringja, sem hafa bæði að geyma verslun og verslun á netinu, nota gögn, mælingar, greiningar og fjölbreyttar auglýsingar á netinu til að auka sölu. Hún mun einnig kanna hvernig gagnaverndunarreglugerðir í Evrópusambandinu hafa breytt því hvernig auglýsingastofur á netinu og netheimili eiga viðskipti og selja þjónustu. Að lokum verða gefnar siðferðilegar ályktanir af mælingum og notkun persónulegra upplýsinga í markaðslegum tilgangi sem og hvernig viðskiptavinir verða í auknu magni háðir því að versla á netinu. |
author2 |
Háskólinn í Reykjavík |
format |
Thesis |
author |
Irma Patricia Reyes Dueñas 1993- |
author_facet |
Irma Patricia Reyes Dueñas 1993- |
author_sort |
Irma Patricia Reyes Dueñas 1993- |
title |
Comparison of mixed retailers’ online marketing strategies in Iceland and Thuringia: an ethical perspective |
title_short |
Comparison of mixed retailers’ online marketing strategies in Iceland and Thuringia: an ethical perspective |
title_full |
Comparison of mixed retailers’ online marketing strategies in Iceland and Thuringia: an ethical perspective |
title_fullStr |
Comparison of mixed retailers’ online marketing strategies in Iceland and Thuringia: an ethical perspective |
title_full_unstemmed |
Comparison of mixed retailers’ online marketing strategies in Iceland and Thuringia: an ethical perspective |
title_sort |
comparison of mixed retailers’ online marketing strategies in iceland and thuringia: an ethical perspective |
publishDate |
2019 |
url |
http://hdl.handle.net/1946/34857 |
genre |
Iceland |
genre_facet |
Iceland |
op_relation |
http://hdl.handle.net/1946/34857 |
_version_ |
1766038100712095744 |