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How Organizations Can ensure Competitiveness: from the Data Use Perspective

Min Gong


Social media marketing has brought about a number of new phenomena: smartphone-based social media applications have increased consumer behavioural data. This user data provides important insights into real-time consumer behaviour. This paper analyses how for-profit organisations can remain market insights by (1) incorporating third-party data (2) homogenous user segmentation (3) predicting the right time. However, this also raises a number of digital ethical issues: (1) user consent (2) user privacy (3) ownership of data. Therefore, in the 'Discussion' session, the article proposes a solution based on a digital asset system and metadata.


User Data Use; Digital Ethics; Data Management; Data Ownership

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v7i3.4894