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Data Collection and Usage Differences Between TikTok and Taobao in Marketing

Jiaxing Du


This paper highlights the role of data in pushing information to users by comparing the collection of user data by TIKTOK and Taobao. Data serves users while analyzing their behaviors, which in turn increases the user stickiness of the application. This data collection is widely recognized as a valuable marketing tool. By comparing and analyzing the user privacy agreements of TIKTOK and Taobao, this paper also summarizes the formal uses and purposes of the user data given by the applications. However, in practice, there is still a risk of user privacy violations and privacy breaches, and it is widespread.


TikTok; Taobao; Data Collection; Data Marketing; Legal and Ethical

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DOI: http://dx.doi.org/10.18686/fm.v7i3.4445