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Customers could be the weak link in consumer data management systems
Journal of Data Protection & Privacy,
2
(2),
171-176
(2018)
Abstract
Customers may be a significant weak link in companies’ efforts to properly protect customer data and respect individuals’ privacy rights. The research conducted for this paper shows between 93 per cent and 99 per cent fail to realise, recognise and respect peer-dependent privacy. This paper discusses how companies can manage regulatory requirements and reputation or even utilise future liabilities by knowing how to address or circumvent the three levels (data transfer, rights acknowledgement and respect) at which peer-dependent privacy breaches happen.
Keywords: privacy; peer-dependence; social; data management; informed consent
The full article is available to subscribers to the journal.
Author's Biography
Bernadette Kamleitner is a professor of marketing at WU Vienna and heads the Institute for Marketing and Consumer Research. She holds PhDs in Marketing and Psychology and investigates ownership as an experience shaping market behavior. She has published numerous papers on the subject and founded the platform thescienceofownership.org. Reflective of her industry and public engagement, she is president of WWG Forum Marketing, editor of ‘transfer’ and member of the ethics board of the Austrian Advertising Council.
Vincent Mitchell is professor of marketing at The University of Sydney Business School. He has published over 200 academic and practitioner papers in journals such as Harvard Business Review and the Journal of Consumer Psychology and has been cited over 11,000 times as well as winning 12 Best Paper Awards. As a passionate educator, he has published 25 articles in the area of education and his book ‘Real People, Real Decisions’ won Financial Times/Pearson Prentice Hall Higher Education Book of the Year Award 2010 is now in its 3rd edition. His research focuses on consumer marketplace engagement problems such as; risk, confusion, ethics and personal data privacy.
Andrew Stephen is the L‘Oréal Professor of Marketing and Associate Dean of Research at the Saïd Business School, University of Oxford. He also currently serves as co-editor of the International Journal of Research in Marketing and associate editor at both the Journal of Consumer Research and the Journal of Marketing. He is a leading academic expert on the use of digital marketing channels and technology in marketing and consumer experiences. His research has been published in all the leading academic journals in marketing, and he frequently works with large companies to help them better understand how to digitally transform their marketing practices in ways that create new value for the companies and their customers.
Ardi Kolah is an LL.M, Executive Fellow, Henley Business School and privacy consultant.
