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To what extent is Privacy respected in Marketing involving Internet of Things?

Gherasim, Teodora-Maria (2018) To what extent is Privacy respected in Marketing involving Internet of Things?

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Abstract:This paper aims at highlighting the current privacy issues in the context of Internet of Things and Marketing. The goal of the research is to see whether or not the privacy is respected in the case of IoT devices used in marketing. The extensive research lead to an in depth theoretical framework in three phases: Internet of Things, Internet of Things and Marketing, Internet of Things and Privacy. Afterwards, the theoretical insights gained were used to analyze two classes of devices in the above mentioned context, namely Smart home and wearable devices. Amazon Echo and Fitbit have been chosen as representatives for the two classes of devices. The analysis lead to the conclusion that even though both devices encounter privacy issues in their architecture as well as in their data privacy management, Fitbit is by far more transparent in its intentions than Amazon Echo. Therefore, Fitbit manages to respect the privacy of its customers far better than Amazon Echo, coming as a surprise since Amazon Echo is among the most popular choices in smart devices nowadays.
Item Type:Essay (Bachelor)
Faculty:TNW: Science and Technology
Subject:01 general works
Programme:Advanced Technology BSc (50002)
Link to this item:http://purl.utwente.nl/essays/75652
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