The Evolution of Big Data in Marketing: Trust, Security and Data Ownership

Julie McColl; Elaine L. Ritch

doi:10.1108/978-1-83909-554-220211005

The Evolution of Big Data in Marketing: Trust, Security and Data Ownership

Julie McColl, Elaine L. Ritch

Glasgow Caledonian University

Research output: Chapter in Book/Report/Conference proceeding › Chapter

3 Citations (Scopus)

Abstract

By the end of this chapter, you should be able to demonstrate an understanding of: • The importance of big data in the information revolution. • The resource-based view of the firm and dynamic capabilities as they relate to big data. • The use of big data in marketing decisions. • Consumer security concerns over the storage and processing of big data.

Original language	English
Title of host publication	New Perspectives on Critical Marketing and Consumer Society
Publisher	Emerald Publishing Limited
Pages	53-62
Number of pages	10
ISBN (Electronic)	9781839095542
ISBN (Print)	9781839095573
DOIs	https://doi.org/10.1108/978-1-83909-554-220211005
Publication status	Published - 1 Mar 2021

Keywords

Big data
consumer perspectives
data security
dynamic capabilities
ethics
resource-based view

ASJC Scopus subject areas

Economics, Econometrics and Finance(all)
Business, Management and Accounting(all)

Access to Document

10.1108/978-1-83909-554-220211005

Cite this

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The Evolution of Big Data in Marketing: Trust, Security and Data Ownership

Abstract

Keywords

ASJC Scopus subject areas

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