{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,22]],"date-time":"2026-04-22T08:52:34Z","timestamp":1776847954365,"version":"3.51.2"},"reference-count":79,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2023,6,14]],"date-time":"2023-06-14T00:00:00Z","timestamp":1686700800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2024,5,6]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The paper addresses the privacy\u2013personalisation paradox in the post-GDPR-2018 era. As the regulation came in a bid to regulate the collection and use of personal data, its implications remain underexplored. The research question is: How do consumers perceive the matter of personal data collection for the use of highly targeted and personalised ads post-GDPR-2018? The invasion of privacy vs the benefits of highly personalised digital marketing.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>To address the research question, this qualitative study conducts semi-structured interviews with 14 individuals, consisting of average users and digital experts.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>This paper reports on increasing consumer vulnerability post-GDPR-2018 due to increased awareness of personal data collection yet incessant lack of control, particularly regarding the repercussions of the digital footprint. The privacy paradox remains an issue except among experts, and personalisation remains necessary, yet critical challenges arise (e.g. filter bubbles and intrusion).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>Policy implications include education, regulating consent platforms and encouraging consensual sharing of personal data.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>While the privacy\u2013personalisation paradox has been widely studied, the impact of GDPR-2018 has rarely been addressed in the literature. GDPR-2018 has seemingly had little impact on instilling a sense of security for consumers; if anything, this paper highlights greater concerns for privacy as users sign away their rights on consent forms to access websites, thus contributing novel insights to this area of research.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-04-2022-0275","type":"journal-article","created":{"date-parts":[[2023,6,12]],"date-time":"2023-06-12T06:27:16Z","timestamp":1686551236000},"page":"1674-1695","source":"Crossref","is-referenced-by-count":6,"title":["Unpacking the privacy\u2013personalisation paradox in\u00a0GDPR-2018 regulated environments: consumer vulnerability and\u00a0the\u00a0curse of personalisation"],"prefix":"10.1108","volume":"37","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-7089-7816","authenticated-orcid":false,"given":"Fatema","family":"Kawaf","sequence":"first","affiliation":[]},{"given":"Annaleis","family":"Montgomery","sequence":"additional","affiliation":[]},{"given":"Marius","family":"Thuemmler","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,6,14]]},"reference":[{"key":"key2024050504480702600_ref001","doi-asserted-by":"crossref","first-page":"287","DOI":"10.21552\/EDPL\/2016\/3\/4","article-title":"How the GDPR will change the world","volume":"2","year":"2016","journal-title":"European Data Protection Law Review"},{"key":"key2024050504480702600_ref002","article-title":"The personalisation-privacy paradox: consumer interaction with smart technologies and shopping mall loyalty","volume":"126","year":"2022","journal-title":"Computers in Human Behavior"},{"issue":"1","key":"key2024050504480702600_ref003","doi-asserted-by":"crossref","first-page":"35","DOI":"10.1348\/014466699164022","article-title":"The theory of planned behavior: assessment of predictive validity and \u2018perceived control","volume":"38","year":"1999","journal-title":"British Journal of Social Psychology"},{"issue":"1","key":"key2024050504480702600_ref004","doi-asserted-by":"crossref","first-page":"13","DOI":"10.2307\/25148715","article-title":"The personalization privacy paradox: an empirical evaluation of information transparency and the willingness to Be profiled online for personalisation","volume":"30","year":"2006","journal-title":"MIS Quarterly"},{"issue":"2","key":"key2024050504480702600_ref005","doi-asserted-by":"crossref","first-page":"128","DOI":"10.1177\/0276146705280622","article-title":"Building understanding of the domain of consumer vulnerability","volume":"25","year":"2005","journal-title":"Journal of Macromarketing"},{"key":"key2024050504480702600_ref006","volume-title":"The Cost of Creepiness: How Online Behavioral Advertising Affects Consumer\u00a0Purchase Intention","year":"2014"},{"issue":"1","key":"key2024050504480702600_ref007","first-page":"1038","article-title":"The privacy paradox \u2013 investigating discrepancies between expressed privacy concerns and actual online behaviour \u2013 a systematic literature review","volume":"34","year":"2017","journal-title":"Telematics and Informatics"},{"issue":"7415","key":"key2024050504480702600_ref008","doi-asserted-by":"crossref","first-page":"295","DOI":"10.1038\/nature11421","article-title":"A 61-million-person experiment in social influence and political mobilisation","volume":"489","year":"2012","journal-title":"Nature"},{"issue":"2","key":"key2024050504480702600_ref009","doi-asserted-by":"crossref","first-page":"135","DOI":"10.1177\/0743915620902143","article-title":"The Effect of Consumers\u2019 perceived power and risk in digital information privacy: the example of cookie notices","volume":"39","year":"2020","journal-title":"Journal of Public Policy and Marketing"},{"issue":"2","key":"key2024050504480702600_ref010","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1191\/1478088706qp063oa","article-title":"Using thematic analysis in psychology","volume":"3","year":"2006","journal-title":"Qualitative Research in Psychology"},{"key":"key2024050504480702600_ref011","volume-title":"The Gifts of Imperfection: Let Go of Who You Think You\u2019re Supposed to Be and Embrace Who You Are","year":"2010"},{"key":"key2024050504480702600_ref082","doi-asserted-by":"crossref","first-page":"21","DOI":"10.18574\/nyu\/9781479890118.003.0005","volume-title":"Creator Culture. 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