Personalisation - Relevant or Intimidating? A Study on how the Consumer's Personality and Behaviour on Social Media Influence the Effect of Personalised Advertisements

Anne Kylmann Jakobsen, Caroline Lithen Madsen & Helena Aaholm Rasmussen

Student thesis: Master thesis


Consumers are being exposed to many different marketing stimuli each day. For companies, this leads to implications in terms of getting consumers’ attention and creating advertisements that stand out from the crowd. As a result, companies are increasingly focusing on personalisation as a tool which can help attract attention and decrease the receiver’s resistance towards the advertisement. However, despite the increased focus on using personalisation in advertisements, the literature is still lacking research on what might influence whether personalisation is effective. This thesis examined two different personal factors and test, whether they are decisive of the effect of personalised advertising. Based on a thorough literature review we decided to test the two factors: personality and behaviour on social media. The methods applied in this study to test the four hypotheses were: Three interviews and a questionnaire with 43 respondents. The target group consisted of female millennials with profiles on both Facebook and Instagram, living in Copenhagen. The interviews collected information on the target group’s behaviour on the social media platform Instagram. This information was used to create relevant questions about social media behaviour for the questionnaire. The questionnaire was personalised to each respondent featuring commercials showing the respondent's own name, name and Facebook profile picture as well as commercials without personalisation. The questionnaire collected data on respondents’ attitudes towards the nine brands advertised, on the respondents’ behaviour on Instagram and on their personality using The Big Five personality traits test. Results showed no significant correlation between behaviour on Instagram and the effect of personalised advertisements. Results on the correlation between personality traits and effect of personalised advertisements were limited: The only significant correlations found were between the two personality traits neuroticism and extroversion and the commercials including both the respondents’ names and profile pictures. Additionally, this was only significant for two out of three product types. Methodical considerations, implications and proposed future research are discussed in the last part of the thesis. The discussion includes a proposal of a research design using methods from neuroscience to test the same problem statement as was tested in this thesis

EducationsMSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis
Publication date2019
Number of pages200
SupervisorsJesper Clement