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Do I Lose my Privacy for a Better Service? Investigating the Interplay between Big Data Analytics and Privacy Loss from Young Consumers' Perspective

ISBN: 978-1-83867-664-3, eISBN: 978-1-83867-663-6

Publication date: 7 October 2020

Upon reading this chapter, the reader will understand

How consumers perceive a privacy loss when exposed to retailers' big data analytics
The role played by the social environment in terms of the opinions of relatives and friends largely influence how youth perceive the risk of privacy loss
What makes the information about retailers' usage of data not entirely accessible by consumers
Consumers perception of retailers' usage of their data

Vannucci, V. and Pantano, E. (2020), "Do I Lose my Privacy for a Better Service? Investigating the Interplay between Big Data Analytics and Privacy Loss from Young Consumers' Perspective", Pantano, E. (Ed.) Retail Futures, Emerald Publishing Limited, Leeds, pp. 193-205. https://doi.org/10.1108/978-1-83867-663-620201021

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Emerald Publishing Limited