Evaluating the ethical conduct of using personal data for digital marketing : a user perspective study

Abstract

This study investigates the ethical implications of using personal data for digital marketing from a user perspective. With the rise of big data and sophisticated algorithms, digital marketers leverage vast amounts of user data to deliver high targeted advertising campaigns. While this data driven approach offers undeniable benefits in terms of personalization and campaign effectiveness, it also raises significant ethical concerns. This research aims to explore user awareness of data collection practices, their concerns about informed consent and their perception on data privacy security. Through a structured questionnaire survey, data was collected from young adults in Sri Lanka to assess their perceptions of these issues. The findings indicate that users value informed consent, with a significant portion expressing the need for clear explanations of data collection practices and greater control over their personal data. Additionally, moderate levels of concern were noted regarding data privacy and security, highlighting the necessity for digital marketers to address these issues to maintain user trust. Based on these insights, the study provides several recommendations for improving the ethical use of personal data in digital marketing. These include enhancing transparency and communication, strengthening informed consent mechanisms, prioritizing data privacy and security, and fostering user education and awareness. By implementing these measures, companies can develop more ethical and user-centric digital marketing practices that respect user privacy and build trust.