Paper instructions:
Review the issues in the news regarding Facebook and Cambridge Analytica. In a 2 page (double spaced 12 point Arial or other san serif font) report complete the following:
Explain your understanding of psychographic segmentation, its validity and usefulness.
Explore the ethical issues regarding use of “private” information, data sharing and potential manipulation as it relates to marketing.
In the conclusion, state your opinion and personal recommendations regarding the situation as a whole
Bibliography is an additional page and must include 3 articles.
Grade will be based on:
Clarity and readability
Thoroughness of response to topic
Supporting arguments for your stated opinion
Correct grammar and mechanics
Turn in your paper any time from now until the last day of class
Answer:
Facebook/Cambridge Analytica
Introduction
In today’s fast developing digital world, it is normal practice in the marketing and advertising world for them to collect information from the consumers and any other parties that interact with their brand. In turn, the customers who are aware of this practice expect a higher level of engagement with the companies they purchase products or get services from. For the companies to achieve this increased level of personalized interaction with the consumers, a robust form of consumer segmentation known as psychographic segmentation is employed (Maute, Naumenko, & Kong, 2016). Accordingly, this paper discusses psychographic segmentation, its validity, and usefulness, as well as the ethical issues surrounding the use of private information, data sharing, and potential manipulation related to marketing. Finally, it offers recommendations on the concerns arising from the sharing of private information.
Psychographic Segmentation, its Validity, and Usefulness
Psychographic segmentation concentrates more on determining the ‘why’ or motivation behind a purchaser’s behavior. Therefore, the promoters of a brand can clearly understand what pushes their target audience to make decisions on purchasing a product. The method is valid as a technique as it enables the marketers to gain an in-depth perception of the desires, values, priorities, and needs of a particular audience (Cheawkamolpat, 2018). As a tool, psychographic segmentation is useful in enabling marketers to mold their promotional messages so that they appeal to the values of each specific target group. For example, one household may promote the use of electronic devices since they may feel that it is important for their children to be exposed to various forms of technology. Another household may restrict the use of electronic devices as they regard technology as a tool for educational purposes rather than just entertainment. Even though the marketer’s objective is to sell their electronic devices to the households, they will word their messages differently based on the differing values of each household.
Ethical Issues
Nevertheless, the application of social media and the internet as a marketing tool brings about unique ethical issues. This is because the research may collect personal and sensitive information without the individual’s permission or knowledge and without them enrolling in a study. Simply clicking on a recruitment notice will provide data to online behavioral advertising companies and leave an identifiable online trail. The ethical issue is that the individuals involved may not be aware of the privacy risks thereby trading off their privacy. This was the case with the Facebook/Cambridge Analytica scandal whereby several thousand Facebook users consented to complete a survey for academic use. What they did not know was that Facebook’s design allowed the application to collect private information of not only those involved in the survey but also of all those in their Facebook social network (Kang & Frenkel, 2018). Cambridge Analytica thereby acquired information on millions of Facebook users which was allegedly used to influence voter opinion on behalf of political aspirants who hired them. Therefore, sensitive personal information of millions was shared and manipulated for profit without consent of those involved and this was a gross breach of privacy.
In my opinion, everyone has a right to privacy which in part is the right to control any information about oneself. Any individual should be free from intrusion by others and even more so without their knowledge. The case of Facebook and Cambridge Analytica was an extreme intrusion of privacy and violation of human rights. This is because people’s personal information was obtained and shared to unauthorized parties without their knowledge and consent. To prevent such an event occurring again, basic ethical principles such as concern for welfare and respect for persons should be adhered to. Respect for persons can be demonstrated by ensuring that individuals participating in a survey should be informed and their consent sought out. Additionally, the information shared should be protected such that it is not hacked, shared by any other parties, or lost. This would demonstrate concern for the welfare of those surveyed. Finally, strict guidelines should be put in place on the use of social media as a tool for research.