Aceitação da partilha de dados pessoais em aplicações móveis
: setor do marketing

  • Marta Sofia Moreira Costinha (Student)

Student thesis: Master's Thesis

Abstract

In an increasingly digital world, with the technological sector evolving at an increasingly faster pace, the population's daily life also had to adapt to this constant change and new reality. Currently, mobile applications, also known as apps, are one of the most present tools in everyday life, all over the world. These are used in the most diverse tasks and domains, from the organization of the daily routine to entertainment or communication. The sharing of personal data, including geolocation data, is a subject marked by benefits and risks. For this reason, it is of great relevance to investigate the motivation behind such sharing, in the marketing sector. Therefore, a quantitative study was conducted, through a questionnaire, to assess the acceptance of sharing personal geolocation data among mobile application users, based on the benefits they inferred. The results of this research suggest that transparency and anonymity represent key components for sharing personal information. In fact, such elements are essential to ensure credibility and trust in the mobile application in question. Moreover, it was found that the predisposition to share geolocation data varies considerably among different generations. While younger individuals tend to show greater openness to information sharing, especially when there are benefits involved, more mature generations tend to show less willingness to such practice.
Date of Award27 Oct 2023
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJorge Julião (Supervisor) & Maria Alice Moreira Trindade (Co-Supervisor)

Keywords

  • Mobile personal data
  • Geolocation
  • Willingness to share
  • Perceived benefits
  • Privacy
  • Marketing

Designation

  • Mestrado em Gestão

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