Consumers’ Perception of the Ethical Implications of the Utilization of Biometric Data in Targeted Digital Marketing

Franklin Ramsoomair*, Ankita Pandey**
*-** Ryerson University, Toronto, Canada.
Periodicity:September - November'2020


Biometric authentication is a technological tool that is a growing trend in devices such as smartphones. With these applications becoming more mainstream, more users may decide to opt-in and willingly submit their biometric data. A lot of the data that users supply is often used to help marketers personalize content and target advertisements to users online. This research will examine if consumers are concerned about the ethical treatment of their biometric data. Such treatment would involve an expectation of confidentiality. The information is obtained from subsequent authentication through digital devices, such as smartphones. However, there are companies that use the collected data to target online advertising. A survey was conducted online to gather information on how users feel about biometric applications. Once the responses were collected, a regression analysis was completed for various sets of variables to determine whether three hypotheses could be accepted or rejected. Moreover, inferences supported by the data could be made to a conclusion. A final outcome was established that consumers prefer that their data remain secure as opposed to it being sold to marketers and that they be well-informed of both the risks and benefits to releasing any information. It is recommended that there be terms and conditions before consumers submit biometric data that will outline the security and privacy measures taken to prioritize transparency, and that appropriate security measures need to be strengthened.


Ethics, Survey Material, Consumers' Rights, Digital Marketing, Hybrid Research.

How to Cite this Article?

Ramsoomair, F., and Pandey, A. (2020). Consumers' Perception of the Ethical Implications of the Utilization of Biometric Data in Targeted Digital Marketing. i-manager's Journal on Management, 15(2), 1-15.


Purchase Instant Access

Single Article

North Americas,UK,
Middle East,Europe
India Rest of world
Pdf 35 35 200 20
Online 35 35 200 15
Pdf & Online 35 35 400 25

If you have access to this article please login to view the article or kindly login to purchase the article
Options for accessing this content:
  • If you would like institutional access to this content, please recommend the title to your librarian.
    Library Recommendation Form
  • If you already have i-manager's user account: Login above and proceed to purchase the article.
  • New Users: Please register, then proceed to purchase the article.