Big Data - Bigger Responsibility?

Abstract

Purpose: To investigate whether there is a correlation between consumers’ knowledge about the phenomenon of Big Data and their attitude towards it, and also if the attitude is reflected in their behaviour. Furthermore, the purpose is to find out how different companies usage of Big Data affects consumers’ attitude towards those brands, in a situation where they know what Big Data means. Methodology: We conducted a qualitative focus group and a quantitative survey. We used an interpretation perspective when studying the focus group and an analytical perspective for the quantitative survey, to be able to investigate the correlations and analyze the experiment. For this reason we have an abductive methodology where the text alternates between theory and empirical data, influenced by each other. Theoretical perspective: Consumer Behaviour, Ethical dilemmas, Corporate Identity, Brand attitude, the Stakeholder Model, Customer Relationship Management (CRM), Panopticon. Empirical foundation: Based on a focus group with five participants who all have an interest in Internet-related subjects, but with varying levels of knowledge concerning such subjects. It is also based on a survey with 297 respondents that where not chosen from any particular group of individuals, since it was solely a test of correlations. Conclusion: Individuals with a high level of knowledge about Big Data have a more positive attitude towards it. People with the opposite, a low level of knowledge, show a more negative attitude towards Big Data. Regardless of the level of knowledge or attitude, everyone tends to recognize that there are privacy risks. When a consumer knows what Big Data means they also tend to be negative towards companies that use Big Data. The level of negative affection in consumers’ attitude towards brands that use Big Data varies between companies, which could depend on the different industry they operate in. Companies must start informing consumers about how they work to protect the privacy, otherwise they risk an increase in negative attitude towards the brand.