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
DOI : https://doi.org/10.26634/jmgt.15.2.17359

Abstract

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.

Keywords

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. https://doi.org/10.26634/jmgt.15.2.17359

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