Date of Award

5-2023

Document Type

Thesis

Degree Name

Master of Science in Digital Marketing

Department

Business

First Advisor

Andrew Allen Smith

Second Advisor

Clayton Smith

Third Advisor

Kyle Coble

Abstract

To the author’s knowledge, this article is the most comprehensive research study of its kind, if not the only example, as it examines the user experience issue caused by privacy protection methods from a theoretical and practical perspective. This study investigated where third-party cookies are used according to marketing techniques, the effects of these cookies, and the user experience problems that arise after these cookies are blocked by privacy protection methods. The research firstly determined the access to the user’s computer in both methods by measuring the files and trackers left on the computer by comparing the Chrome browser, which actively uses third-party cookies, and the Brave browser, which also has a Chromium infrastructure but completely blocks third-party cookies, using CCleaner software. To do this, the world’s 100 most visited websites, selected by Ahref.com, were used. Then, at least 100 people were asked to participate in a survey about their experiences with the Brave browser. Brave browser is known for its close relationship to the blockchain. Finally, considering the way these third-party cookies are used, UX problems caused by privacy protection methods and user feedback, and the features that the application should have, which can completely solve the privacy problem in the future without interfering with the UX, were determined.

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

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