University of Oulu

Privacy concerns of consumers in big data management for marketing purposes : an integrative literature review

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Author: Nybacka, Aino1
Organizations: 1University of Oulu, Oulu Business School, Department of Marketing, Marketing
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.2 MB)
Persistent link: http://urn.fi/URN:NBN:fi:oulu-201605261989
Language: English
Published: Oulu : A. Nybacka, 2016
Publish Date: 2016-05-26
Physical Description: 39 p.
Thesis type: Bachelor's thesis
Description:

Abstract

This bachelor’s thesis is a literature review about big data, privacy concerns for individual consumers and how these two overlap together in a way to possibly explain what are the privacy concerns that customers have, and the companies maybe should think about, when they utilize data as a marketing tool.

The thesis introduces an integrative framework for the privacy concerns emerging from the process of big data management for marketing purposes and gives insights for phases in this process first separately from companies point of view, then from the consumers point of view regarding the privacy issues and then together by bringing these two issues together.

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Copyright information: © Aino Nybacka, 2016. This publication is copyrighted. You may download, display and print it for your own personal use. Commercial use is prohibited.