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Die Medienökonomik personalisierter Daten und der Facebook-Fall

Listed author(s):
  • Budzinski, Oliver
  • Grusevaja, Marina

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.

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Paper provided by Ilmenau University of Technology, Institute of Economics in its series Ilmenau Economics Discussion Papers with number 107.

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Date of creation: 2017
Handle: RePEc:zbw:tuiedp:107
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