| Popis: |
Incumbents face nowadays one of their great data governance challenges, regarding the balancing of Big Data´s utilization and the imperative of uplifting the consumer´s sentiment. In the context of the European Union (EU), the prior is especially applicable as a growing opposition against the allegedly hazardous commercial exploitation of digital footprints is ascribed to distort information bundles to the consumer and gradually bias their individual capacity to take informed free choices, configuring a phenomenon of concealed “data autocracy”. Yet, this occurs despite the introduction on May-18 of the General Data Protection Regulation (GDPR).Hence, we have conducted a multi-methods enquire with foci on the Danish market covering the footprint´s awareness and undertaking´s rationale targeting equidistantly the data-owners and data-brokers. This was fashioned with a descriptive-exploratory research purpose to enlighten both the sentiment (perceptions) and the behaviour (actions) and determine the extent of (un)willingness surrounding the dataveillance over personal lives (and firm´s quotidian) and their coherence with regard to self-protection. A dyad of triangulation procedures were applied then for validation purposes and extending our findings.The results of the empirical testing confirmed the most marked disruption of Big Data at individual-level as to the range of benefits and drawbacks. A gap (perception versus action) acknowledged on the two parties uncovered a (paradoxical) laissez-faire of data-owners and institutional isomorphism of data-brokers, and the need for capability building and for the government authorities´ intervention, re-conceptualizing scope and boundaries of collection securitization for building a far more efficient model against citizen´s rights usurpation.JEL: M15; M31; M38. |
