Naslov
GDPR – Impact of General Data Protection Regulation on Digital Marketing

Autori
Parlov, Natalija ; Sičaja, Željko ; Katulić, Tihomir

Izvornik
Annals of disaster risk sciences (2584-4873) 1 (2018), 2; 105-116

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, pregledni rad, znanstveni

Ključne riječi
GDPR ; General Data Protection Regulation ; personal data ; digital marketing ; consumer protection

Sažetak
Due to the rapid development of technology, in the last ten years digital marketing has given rise to sophisticated automated models for successfully aff ecting the behaviour of consumers whose fundamental rights, such as the right to privacy and the right to the protection of personal data, have often been violated because of the discrepancy between the regulations and the actual use of personal data. The possibility of targeting has been brought to an enviable level – a precise targeting of an identifi ed individual and his or her personal data, as well as their complete demographic, sociographic and psychographic profi le – thus opening the doors to the possibility of making precise predictive analyses and the placement of behavioural strategies by combining various digital channels in creating communication messages of inducement to purchase and continuous monitoring of an individual and their habits.

Izvorni jezik
Engleski

Znanstvena područja
Interdisciplinarne društvene znanosti

POVEZANOST RADA