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

Julie McColl, Elaine L. Ritch

    Research output: Chapter in Book/Report/Conference proceedingChapter

    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 languageEnglish
    Title of host publicationNew Perspectives on Critical Marketing and Consumer Society
    PublisherEmerald Publishing Limited
    Pages53-62
    Number of pages10
    ISBN (Electronic)9781839095542
    ISBN (Print)9781839095573
    DOIs
    Publication statusPublished - 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)
    • General Business,Management and Accounting

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