ABSTRACT
This chapter explores issues of trust, privacy and information security as they apply to new types of consumer data arising from digital marketing and social media.
It identifies how consumers might be concerned about the extent of disclosure, and what their motivations to disclose their data and their attitudes to subsequent use of that data might be.
and attitudes
The chapter investigates in depth the issue of user-generated content.
It examines the relevance of theories of social gratification and social identity. It then moves on to the wider context in building profiles, communities, sharing of information, institutional trust, brand image, technological innovation and personalisation.
It considers the implications of these issues for marketing researchers.
