Airlines surveillance-based marketing strategies perceived by consumers

This thesis investigates how consumers perceive surveillance-based marketing strategies employed by airline companies, focusing on the relationship between consumer surveillance, loyalty programs, and marketing strategies. Currently, airlines and other businesses increasingly rely on consumer data to personalize marketing efforts and target individuals with tailored advertisements. However, concerns about privacy and data security have prompted scrutiny of these practices and raised questions about their ethical implications. The research problem addressed in this study is the growing use of surveillance-based marketing strategies by airline companies and the impact on consumer perceptions. The main research question guiding this study is: How do consumers perceive airlines using surveillance-based marketing strategies to target them? To address this question, a qualitative research approach is employed, consisting of a thematic analysis of data obtained from the websites of five airline companies' loyalty programs and from ten interviews with consumers. The analysis focused on open, axial, and selective coding to identify patterns and themes related to consumer surveillance, marketing strategies, and data privacy. The findings reveal that consumers are generally aware of the use of surveillance-based marketing by airline companies but they show varying levels of concern about privacy and data security. While some consumers accept targeted advertising as a trade-off for personalized services, others express skepticism and distrust towards companies' data practices. Factors influencing consumer perceptions include transparency, trust, perceived benefits, and ethical considerations. The study highlights the need for greater transparency and accountability in data collection and use, as well as the importance of ethical marketing practices in maintaining consumer trust. It also highlights the complex relationship between consumer perceptions, marketing strategies, and ethical considerations in the digital era. In conclusion, this research contributes to our understanding of how consumers perceive surveillance-based marketing strategies in the airline industry and provides insights for airline companies and policymakers to navigate the ethical and privacy implications of data-driven marketing practices. It emphasizes the importance of balancing personalized marketing efforts with respect for consumer privacy rights and calls for greater attention to ethical considerations in marketing strategies.