Are customers willing to pay companies of an existing digital service to keep their data private?

No Thumbnail Available
Authors
Caibé, Victor
Issue Date
2020
Degree
MSc in Digital Marketing
Publisher
Dublin Business School
Rights
Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
Abstract
Data Privacy is one of the biggest issues of our time. Economically, the Big Data market have never been stronger and worth billions. Politically, the use of citizens data, from online and off-line sources are used to create a mass-surveillance in some countries, reducing freedoms and many liberties in the name of security. Ethically, companies and third party had never collected more data from consumers, especially since the arrival of the Internet of Things. As technologies evolves and as whistleblowers expose the numerous scandals on the topic, consumers are starting to realize the outcomes of such practices. But how can they protect themselves? Legislations such as GDPR, LDPR or the California’s Online Privacy Protection Act have emerged, but it has been found that it is still not enough. This research expose if consumers would be willing to pay companies of an existing digital service to keep their data private.