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Shaping the Future Use of Big Data: Towards an Ethical Use of Big Data Technologies in Online Marketing

Fernández Inguanzo, Ana (2017) Shaping the Future Use of Big Data: Towards an Ethical Use of Big Data Technologies in Online Marketing.

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Abstract:The world is living the Big Data revolution, in which increasingly large datasets are analysed to give predictions and new insights about people. Users are being targeted and their information online is stored and used and companies analyse these information to send individualized advertisements. This is transforming online marketing in new ways that we have not predicted before. This work examines the ethical use of Big Data as a technological phenomenon that currently drives online marketing activities of companies. To pursue this, literature on prevalent Big Data systems, relevant European legislations, and Big Data ethics were reviewed. Information was also obtained from in-depth interviews with experts in online marketing. This study proposes a suitable theory that explains the ethical use of Big Data by companies in online marketing. This work supports mediation theory, rather than traditional ethics, where technology has not been considered as an active element of change. It is argued that there is a necessity to study Big Data ethics from its technologies, where Mediation Theory is proposed as an applied framework to study the ethical use of Big Data technologies. Resulting from this analysis, values in Big Data technologies are re-examined to pursue an ethical use of Big Data in companies.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:08 philosophy
Programme:Philosophy of Science, Technology and Society MSc (60024)
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