Journal of Public Policy & Marketing author Kristen Walker’s Spring 2016 research​ presaged the drama unfolding in today’s socially connected world, as social media giants such as Facebook have come under fire in how they have allowed their data to be used to manipulate consumers without their knowledge. The author uses a matrix to illustrate the difference between shared data and surrendered data, and she points out that attention is the commodity of choice in today’s marketplace. She advocates verification mechanisms and increased educational efforts aimed at enhancing consumers’ attention to exactly what they are surrendering and to whom. This quick video breaks it down.
Professor of Marketing, Department of Marketing, Nazarian College of Business and Economics, California State University Northridge | bio