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Die Medienökonomik personalisierter Daten und der Facebook-Fall

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  • Budzinski, Oliver
  • Grusevaja, Marina

Abstract

Im Internet erfreut sich ein Geschäftsmodell erheblicher Beliebtheit, bei welchem den Nut-zern Dienstleistungen oder Inhalte (in traditionellen Geldeinheiten) unentgeltlich zur Verfügung gestellt werden und stattdessen die auf dem Wege der Nutzung durch die Nutzer (bewusst oder unbewusst) bereitgestellten persönlichen Daten profitabel verwertet werden, sei es für gezielte Werbung, die Personalisierung und Individualisierung von Produkten und Dienstleistungen oder für datenbasierte Preisdiskriminierung. Im Kontext dieser innovativen Unternehmensstrategien können beim Vorliegen von Marktmacht auch neuartige Formen des Missbrauchs dieser Marktmacht zu Lasten der Nutzer auftreten. So geht beispielsweise derzeit das Bundeskartellamt dem Verdacht nach, dass der dominierende Anbieter von Soziale-Medien-Dienstleistungen, Facebook, seine Marktmacht missbrauche, indem er den Nutzern zu weit reichende Nutzungsrechte an persönlichen Daten abverlangt. Der vorliegende Beitrag nimmt diesen aktuellen Fall zum Anlass, die neuere ökonomische Forschung zur Rolle personalisierter Daten auf Onlinemärkten fallbezogen zusammenzufassen und exemplarisch auf Facebook anzuwenden. Dabei werden mögliche Missbrauchsstrategien auf ihre Plausibilität untersucht. Dabei wird deutlich, dass auch auf Märkten bzw. Plattformseiten, auf denen kein Geld im Sinne der gesetzlichen Währung fließt, dennoch Ausbeutungsmissbrauch möglich und vorstellbar ist. Dies wäre auch im Falle Facebook denkbar, wobei hierzu ohne eine empirische Analyse interner Daten (welche den Autoren nicht vorliegen) keine endgültige Aussage möglich ist.

Suggested Citation

  • Budzinski, Oliver & Grusevaja, Marina, 2017. "Die Medienökonomik personalisierter Daten und der Facebook-Fall," Ilmenau Economics Discussion Papers 107, Ilmenau University of Technology, Institute of Economics.
  • Handle: RePEc:zbw:tuiedp:107
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    References listed on IDEAS

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    Keywords

    Medienökonomik; personalisierte Daten; big data; Soziale Medien; Wettbewerbspolitik; Industrieökonomik; Facebook; Marktmacht; targeted advertising; zero-price economy; Internetökonomie; Onlinemärkte;

    JEL classification:

    • L40 - Industrial Organization - - Antitrust Issues and Policies - - - General
    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • D42 - Microeconomics - - Market Structure, Pricing, and Design - - - Monopoly
    • E42 - Macroeconomics and Monetary Economics - - Money and Interest Rates - - - Monetary Sytsems; Standards; Regimes; Government and the Monetary System
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • L41 - Industrial Organization - - Antitrust Issues and Policies - - - Monopolization; Horizontal Anticompetitive Practices

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