Kawaf, Fatema ORCID: 0000-0002-7089-7816, Montgomery, Annaleis and Thuemmler, Marius (2023) The privacy–personalisation paradox in GDPR-2018 regulated environments: unpacking consumer vulnerability and the curse of personalisation. Information Technology and People. ISSN 0959-3845 (In Press) (doi:https://doi.org/10.1108/ITP-04-2022-0275)

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Abstract

Purpose: The paper aims to investigate a privacy-personalisation paradox in how consumers experience online environments regulated by GDPR – 2018 by addressing the following research question: How do consumers experience privacy, data collection and personalisation when using digital services regulated by GDPR-2018?
Design/Methodology/Approach: This qualitative exploratory study conducts semistructured in-depth interviews using projective techniques of distinct types of personalisation as stimuli. Thematic analysis of fourteen interviews with average users and digital experts identifies three key themes relating to consumer vulnerability, a privacy paradox and insights into appropriate levels of personalisation.
Findings: This paper reports on increasing consumer vulnerability in GDPR-2018 regulated environments due to increased awareness of personal data collection yet incessant lack of control, particularly regarding the repercussions of the digital footprint. Consumer privacy remains a concern for all but expert users, however personalisation is also perceived as essential, leading to critical challenges (e.g. filter bubbles and intrusion).
Originality/value: While the privacy paradox has been widely studied, the impact of GDPR-2018 on privacy and personalisation has rarely been addressed in the literature. GDPR-2018 has seemingly had little impact on instilling a sense of security for consumers; if anything, this paper highlights greater concerns for privacy as users sign away their rights on consent forms to access websites, thus contributing novel insights to this area of research
Implications: Policy implications include education, regulating consent platforms and encouraging consensual sharing of personal data.

Item Type:	Article
Uncontrolled Keywords:	online privacy, personal data, personalised digital marketing, data protection legislation, consumer vulnerability, GDPR
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Tourism Research Centre
Last Modified:	09 May 2023 08:29
URI:	http://gala.gre.ac.uk/id/eprint/42462

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