E-Marketing use of artificial intelligence (AI) and big data analysis applications and its impact on privacy in the digital age

Author

Canadian international College CIC

Abstract

In the era of artificial intelligence, Big Data and Internet of Things, marketing decisions are increasingly influenced by modern technology, yet also increasingly influence and shape user online experience. The digital privacy is a major concern that increasingly catches researchers’ interest.
The aim of the research is to examine the public’s attitudes towards the impact of modern technologies e-marketing use on user’s privacy in the digital era, by conducting a field research a sample of 392 individuals was examined, from the youth of Egyptian universities, using online questionnaire form.
The field research tested five hypotheses in light of the theories used, most notably that the high level of users' knowledge of technology applications in the field of e-marketing contributes to increasing their awareness of the threats to their privacy. In addition, the more users are exposed to e-marketing, the less they care about their digital privacy. Also, with the increasing level of users' knowledge of the applications of modern technology in the field of e-marketing, their keenness to protect their digital privacy increases.

Keywords

Main Subjects

Files

Share

How to cite

Statistics