Research Pitch – Salina Kroemer by Kroemer https://padlet.com/skroemer1/xb3br9v46sqfx4tx en-us 2025-08-16 09:15:46 UTC 2025-08-19 04:01:41 UTC hello@padlet.com Privacy and Trust in the Age of Targeted Ads: Gen Z’s Experience skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3544974748 2025-08-16 09:26:59 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3544974748 Targeted Advertising skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545196417 Sharma et al. (2023): Brands are able to use social media platforms to gain insights into their customers behaviours and preferences to design more targeted and personalised advertisements.


]]> 2025-08-17 01:35:34 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545196417 User Privacy skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545196451 Concerns surrounding user privacy and where the line should be drawn in intrusive data collection.

]]> 2025-08-17 01:35:51 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545196451 Gap in Research skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197623 Many studies focus on how advertisements affect Gen Z’s buying behaviours or their engagement with ads. Focus on other platforms such as Instagram and Facebook.

]]> 2025-08-17 01:41:34 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197623 Privacy of Gen Z Users skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197668 Gen Z users are one of TikToks biggest audiences, making up around 60% of the platform's user base (Duarte, 2025).

]]> 2025-08-17 01:41:50 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197668 Ethical Marketing Practices skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197697 We are in an age where targeted advertising is one of the most popular techniques used by brands. TikTok should uphold transparency, consent and user privacy in how data is collected. 

]]> 2025-08-17 01:42:02 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197697 In the last year, how has TikTok’s targeted advertising affected Australian Gen Z users' perceptions of privacy and trust in the platform? skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197742 2025-08-17 01:42:12 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197742 Parameters of Research skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197895

  • Geography: Australia

  • Population: Gen Z – They are one of TikToks biggest audience

  • The medium: TikTok – TikTok has grown to become a dominant platform

  • The evironment: The age of targeted advertising being popular amongst brands

  • A time period: In the last year –  To reflect the most current experience and attitudes 



    • ]]>     2025-08-17 01:42:45 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197895     Surveillance Capitalism skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197950 Zuboff (2011) “The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power”

    ]]>     2025-08-17 01:43:08 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545197950     User Trust skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545218184 Dogruel (2019) mentions that as a response to targeted advertising, users are beginning to distrust social media platforms with their information.

    ]]>     2025-08-17 03:06:22 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545218184     Platform Capitalism skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545227744 Srnicek (2017) "Platform Capitalism"

    ]]>     2025-08-17 03:44:57 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545227744     Data Collection: Interviews skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545228850

  • In-depth qualitative data about how Gen Z users perceive privacy and trust in response to targeted advertising.

  • Purposive sampling: Gen Z (aged 13-28) TikTok users in Australia

  • “Do you think advertisments you see on TikTok are personalised for you?”

  • “What are your thoughts about the privacy of your information on TikTok?”

  • Surveys may not capture the depth of personal experiences and feelings.


    • ]]>     2025-08-17 03:50:05 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545228850     Data Analysis: Thematic Analysis skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545237022

  • Clarke & Braun (2017): Thematic analysis seeks to identify patterns in relation to participants' lived experiences, views, perspectives and behaviours.

  • Identify reacurring themes/ideas across interviews rather than simply summarising responses.

  • More suitable than content or frequency-based analysis as it allows deeper undertanding of experiences.

    • ]]>     2025-08-17 04:22:52 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545237022     skroemer1 https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545238710 Clarke, V., & Braun, V. (2017). Thematic Analysis. The Journal of Positive Psychology, 12(3), 297-298. https://doi.org/10.1080/17439760.2016.1262613.


    Dogruel, L. (2019). Too much information!? Examining the impact of different levels of transparency on consumers’ evaluations of targeted advertising. Communication Research Reports, 36(5), 382-392. https://doi.org/10.1080/08824096.2019.1684253


    Duarte, F. (2025, July 25). TikTok User Age, Gender, & Demographics (2025). Exploding Topics. https://explodingtopics.com/blog/tiktok-demographics


    Sharma, S., & Ashfaq, R. (2023). Targeting the Digital Consumer: A Study of the Role of Social Media in Modern Advertising. Jornal of Humanities, Music and Dance, 3(4), 22-35. https://doi.org/10.55529/jhmd.34.22.35

    ]]>     2025-08-17 04:29:25 UTC https://padlet.com/skroemer1/xb3br9v46sqfx4tx/wish/3545238710