Balancing Personalized Marketing with Consumer Privacy in the Era of Big Data

作者：Wei Jie

院校：Hunan Institute of Engineering, China

摘要：This study delves into the intricate balance between personalized marketing and consumer privacy in the era of big data. Utilizing a mixed-methods approach, the research amalgamates quantitative survey data from 500 respondents with qualitative insights gained from in-depth interviews. The findings reveal a nuanced consumer attitude towards personalized
marketing, with a significant emphasis on privacy concerns. The study uncovers a trade-off between the acceptance of personalized marketing and privacy vigilance, highlighting the pivotal role of consumer understanding of privacy policies and trust in companies. Implications for corporate practices stress the necessity for transparency, robust data security, and consumer education. For legislators, the research underscores the imperative to evolve data protection regulations in tandem with technological advancements. The paper concludes with addressing the limitations of the study and suggests directions for future research, including cross-cultural studies, long-term impact assessments, and the examination of emerging technologies on marketing practices and privacy norms.

关键词

Personalized Marketing; Consumer Privacy; Big Data; Data Protection Regulations; Trust in Businesses; CrossCultural Consumer Attitudes; Technological Innovation

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References

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Balancing Personalized Marketing with Consumer Privacy in the Era of Big Data

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