How Organizations Can ensure Competitiveness: from the Data Use Perspective
Abstract
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.
Keywords
Full Text:
PDFReferences
Andorfer A. (2018) Spreading Like Wildfire: Solutions for Abating the Fake News Problem on Social Media via Technology Controls and Government Regulation, 69 Hastings L.J. 1409.
Johnson NR. & Johnson MA. (2020) Precarious Data: Affect, Infrastructure, and Public Education. Rhetoric Society quarterly. [Online] 50 (5), 368–382.
Luo C. et al. (2020) What triggers online help-seeking retransmission during the COVID-19 period? Empirical evidence from Chinese social media. PloS one. [Online] 15 (11), e0241465–e0241465.
Mittelstadt BD. & Floridi L. (2015) The Ethics of Big Data: Current and Foreseeable Issues in Biomedical Contexts. Science and engineering ethics. [Online] 22 (2), 303–341.
Sharmin F. et al. (2021) Sustainable destination marketing ecosystem through smartphone -based social media: The consumers’ acceptance perspective. Sustainability (Basel, Switzerland). [Online] 13 (4), 1–24.
Valentin Radu et al. (2020) improving long-term relationships between organizations and customers using marketing databases and simulation moduels. Journal of the sciences and arts[J]. 20 (2), 395–418.
DOI: http://dx.doi.org/10.18686/fm.v7i3.4894
Refbacks
- There are currently no refbacks.
