期刊名称：Journal of Systemics, Cybernetics and Informatics
印刷版ISSN：1690-4532
电子版ISSN：1690-4524
出版年度：2017
卷号：15
期号：7
页码：72-76
出版社：International Institute of Informatics and Cybernetics
摘要：Big Data has been used by managers to expand their ability tomeasure results and make decisions (Brynjolfsson & McFeem,2012). In Brazil, companies still operate in a certain lack ofregulations. Although existence of specific laws is not consideredalways sufficient to deal with all potential abuse of Big Data,(King & Richards, 2014). In this context, the purpose of thispaper is to discuss the ethical implications of using Big Data toolsin marketing activities. This work is a case study conducted in aBrazilian company of the loyalty program market. The data wereobtained through an interview with a marketing managerworking with Big Data and also through documents provided bythe company. Data were analyzed using content analysis. Theorganization internally adopts specific rules to avoid abuse of BigData. One of them would be to not use data that the customer isunaware of having made available, such as those related tocertain consumer interactions on platforms such as Facebook.Despite these practices, the organization still does not have acomprehensive and official policy regarding the ethicalimplications of using Big Data.
