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Managing Change Related to Consumer Privacy Laws: Targeting and Personal Data Use in a More Regulated Environment

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Media and Change Management

Abstract

Internet usage among consumers, which encompasses a wide variety of activities ranging from social media to e-commerce, has exploded in recent years. Increasingly, marketers are using the trail of personal data consumers leave behind to achieve more precise marketing tactics and may even sell this information to third parties. This has led to growing concerns over the privacy of personal data. Despite a number of large corporations’ data breaches—which should serve as a dire warning—many companies still do not take sufficient precautions when it comes to consumers’ data. As consumer trust diminishes, some governments are taking a stand to protect data that until now, consumers have freely given away. In this environment, changes in the way data is collected and compiled are likely and will need to be managed. This chapter outlines a number of cases of data misuse, growing global concern over data privacy, and regulations that governments are already considering or have already passed to combat data mismanagement. Implications for marketers in this increasingly complex regulatory environment are outlined and recommendations given.

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Correspondence to Sophia Mueller .

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Mueller, S., Taylor, C.R., Mueller, B. (2022). Managing Change Related to Consumer Privacy Laws: Targeting and Personal Data Use in a More Regulated Environment. In: Karmasin, M., Diehl, S., Koinig, I. (eds) Media and Change Management. Springer, Cham. https://doi.org/10.1007/978-3-030-86680-8_15

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