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Digital footprint wrangling: are analytics used for better or worse? A concurrent mixed methods research on the commercial (ab)use of dataveillance

Author

Listed:
  • Bruno F. Abrantes

    (Niels Brock Copenhagen Business College (NBCBC))

  • Klaus Grue Ostergaard

    (Niels Brock Copenhagen Business College (NBCBC))

Abstract

Despite the introduction in the European Union (EU) of the General Data Protection Regulation (GDPR) in May-18, a growing opposition is noticed against the allegedly hazardous commercial exploitation of the consumer’s digital footprints. A “data autocracy” regime is asserted to be distorting the information to the consumer and bias the ability to take informed free choices. Consequently, companies face nowadays a great data governance challenge, i.e. to restore the consumer’s positive sentiment while continuing to explore Big Data. Hence, we have conducted a multi-method enquiry with foci on the Danish market covering the topic of digital footprint’s awareness. This was fashioned with a descriptive-exploratory research purpose, to understand the sentiment (perception) and the behavior (action) of the data-owners and data-brokers surrounding the dataveillance over personal lives. Results confirmed a generalized inability to minimize risks of data misuse. A new insight for Marketeers is the willingness of some respondents to pay for security services and thus safeguard their privacy (disbelieved of the regulatory compliance system). A perception-behavior gap is noticed on the distress with the exposure of personal information and the paradoxical low self-defensiveness. Likewise, data-brokers admit the deliberate use (perception) of imitation strategies (e.g. hyper-targeting; algorithmic refinement; and, predictive modeling) for maintaining a competitive parity with other firms, which contrasts with the institutional isomorphism (inaction) to interrupt them. Given the relevance of this discussion (and our conclusions) for policy-making, managers (inclusively marketing professionals) and citizens, is recommended the deepening of this research line in the region, especially in Nordic countries.

Suggested Citation

  • Bruno F. Abrantes & Klaus Grue Ostergaard, 2022. "Digital footprint wrangling: are analytics used for better or worse? A concurrent mixed methods research on the commercial (ab)use of dataveillance," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 187-206, September.
    • Handle: RePEc:pal:jmarka:v:10:y:2022:i:3:d:10.1057_s41270-021-00144-5
    DOI: 10.1057/s41270-021-00144-5
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    References listed on IDEAS

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    Cited by:

    1. Maria Petrescu & Anjala S. Krishen, 2023. "Mapping 2022 in Journal of Marketing Analytics: what lies ahead?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 1-4, March.
    2. Bruno F. Abrantes & Rana Basit Ali, 2023. "Perception of brand globalness and localness: the role of brand competence in stereotype-building and value consciousness," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 722-737, December.

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    More about this item

    Keywords

    Big data; Consumer’s sentiment; Denmark; Digital footprints; GDPR;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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