International Journal of Information Management 60 (2021) 102331

Contents lists available at ScienceDirect

International Journal of Information Management

journal homepage: www.elsevier.com/locate/ijinfomgt

Review

From user-generated data to data-driven innovation: A research agenda to

understand user privacy in digital markets
Jose Ramon Saura a, *, Domingo Ribeiro-Soriano b, Daniel Palacios-Marqués c
a
Rey Juan Carlos University, Madrid, Spain
b
IUDESCOOP, Universitat de Valencia, Valencia, Spain
c
Universitat Politècnica de València, Valencia, Spain

A R T I C L E I N F O A B S T R A C T

Keywords: In recent years, strategies focused on data-driven innovation (DDI) have led to the emergence and development
User-generated data of new products and business models in the digital market. However, these advances have given rise to the
Data-driven innovation development of sophisticated strategies for data management, predicting user behavior, or analyzing their ac­
Users’ privacy
tions. Accordingly, the large-scale analysis of user-generated data (UGD) has led to the emergence of user privacy
Privacy concerns
concerns about how companies manage user data. Although there are some studies on data security, privacy
protection, and data-driven strategies, a systematic review on the subject that would focus on both UGD and DDI
as main concepts is lacking. Therefore, the present study aims to provide a comprehensive understanding of the
main challenges related to user privacy that affect DDI. The methodology used in the present study unfolds in the
following three phases; (i) a systematic literature review (SLR); (ii) in-depth interviews framed in the perspec­
tives of UGD and DDI on user privacy concerns, and finally, (iii) topic-modeling using a Latent Dirichlet allo­
cation (LDA) model to extract insights related to the object of study. Based on the results, we identify 14 topics
related to the study of DDI and UGD strategies. In addition, 14 future research questions and 7 research prop­
ositions are presented that should be consider for the study of UGD, DDI and user privacy in digital markets. The
paper concludes with an important discussion regarding the role of user privacy in DDI in digital markets.

1. Introduction 2010). Digital markets have come to be understood as social networks,

large marketplaces, and any digital platform that brings together traffic
In the beginning of the 21st century, the development of data-centric from individual users that can be identified in forms of online commu­
strategies has changed the paradigm and existing business models (Lies, nities (Liu & Lai, 2020; Öberg & Alexander, 2019).
2019). Strategies focused on data-driven innovation (DDI) have led to Users are usually structured in digital communities where in­
the emergence and development of both new products, business models dividuals share their interests and concerns about products and services,
and opportunities in the digital ecosystem (Akter et al., 2019; Bouncken, as well as communicate about companies, thereby fostering increased
Kraus, & Roig-Tierno, 2019; García-Cabrera, García-Soto, & Olivar­ engagement (Allen & Shoard, 2005; Ricciardi, Zardini, & Rossignoli,
es-Mesa, 2019). The digital ecosystem consists of digital markets where 2018).
the information generated as a result of user actions is stored in the form The data that emerge as a result of these user actions is referred to as
of data. These data can then be analyzed in order to find patterns and user-generated data (UGD). UGD includes all forms of information and
trends (from de Camargo Fiorini, Seles, Jabbour, Mariano, & de Sousa data that users generate individually as a result of interacting with the
Jabbour, 2018). elements that make up any digital market (actions, experiences, feelings,
Likewise, recent advances in both information and data sciences comments, reviews, and so forth) (Saura, 2020).
have led to the emergence of sophisticated strategies in companies for Overall, data analysis strategies have been extensively studied in the
data management, the ability to make various predictions by applying literature (Stieglitz, Mirbabaie, Ross, & Neuberger, 2018; Vanhala et al.,
artificial intelligence, and the application of concepts related to data 2020; Yu, Zhang, Lin, & Wu, 2019). These and other relevant studies
automation, marketing intelligence or business intelligence (Hargittai, define the techniques used to collect, structure, analyze, and interpret

* Corresponding author.
E-mail addresses: [email protected] (J.R. Saura), [email protected] (D. Ribeiro-Soriano), [email protected] (D. Palacios-Marqués).

https://doi.org/10.1016/j.ijinfomgt.2021.102331
Received 24 November 2020; Received in revised form 7 February 2021; Accepted 8 February 2021
Available online 19 February 2021
0268-4012/© 2021 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
J.R. Saura et al. International Journal of Information Management 60 (2021) 102331

large amounts of data (Ferreira & Teixeira, 2019). All these approaches Table 1
are contextualized under the concept of Big Data Analytics (BDA). Theories of user-generated data production in digital markets.
In the framework of BDA and UGD, companies are developing stra­ Description Authors
tegies focused on increasing their profitability in the digital markets.
Critical-mass This theory posits that, provided Prasarnphanich and
Yet, these strategies can lead to concerns regarding user privacy (e.g., theory there is a sufficiently high number of Wagner (2009)
Arya et al., 2019; Zuboff, 2015). This occurs because, rather than relying supporters of an idea, technology, Peng (2010)
on functionality, useful information architecture, or user experience innovation, or social system, the Sledgianowski and
while maintaining an ethical design, companies prioritize their eco­ adoption of this idea, technology, Kulviwat (2009)
etc. will be self-sustaining and will
nomic objectives (Bandara, Fernando, & Akter, 2020; Zuboff, 2019). cause its growth.
Since users may not be aware of being manipulated in digital markets Information According to this theory, when a Kaufhold et al. (2020)
through advertising, design of information architectures, or prediction overload large amount of input into a digital Ndumu (2019)
of behavior, several previous studies have highlighted the importance of theory system exceeds its capacity for data Saxena and Lamest
processing, the information overload (2018)
concepts such as surveillance capitalism or ethical design in social net­
will lead to worse decisions, as the Allen and Shoard
works (Zuboff, 2019). These approaches are usually designed by DDI cognitive processing capacity is (2005)
that companies test in their digital ecosystems (Pangrazio & Selwyn, limited.
2019). Common-ground This theory argued that the overlap Keller et al. (2017)
In surveillance capitalism, privacy of users and their data in digital theory between different opinions and Westerman et al.
positions on a subject may lead to (2014)
environments must prevail over the economic interests of large tech­ disagreements. In digital markets, Schoen et al. (2013)
nological multinationals and governments (Roberts, 2015). The ethical this phenomenon leads to the Wohn, Lee, Sung, and
design in digital environments should be a priority for companies. In this appearance of large amounts of data Bjornrud (2010)
respect, Hawi and Samaha (2017) demonstrated that companies can use with segmented feelings and
personalities.
data to benefit from users economically (González, 2017).
Companies use both DDI and BDA to innovate in their analytical Source: The authors.
development strategies, in an attempt to identify patterns in large da­
tabases generated by user actions and to improve their decision making. • To create knowledge about the use of UGD in DDI preserving user
With these BDA analyses, companies modify the information structure of privacy
their sites, thereby increasing the possibility of achieving engagement as • To provide future guidelines to track the challenges of DDI with re­
a key part of the interaction and data generation between users and the gard to privacy
company (Isaak & Hanna, 2018).
Many previous studies have highlighted the link between new In terms of methodology, the approach adopted in the present study
products and services focused on DDI and user privacy (Zuboff, 2015; unfolds in the following three steps. First, we undertake a systematic
Arya et al., 2019). Sometimes users are not aware that, as a result of their literature review (SLR). Second, based on its findings, we conduct in-
actions online (IoT, mobile devices, social media profiles, mobile ap­ depth interviews with leading professionals of the IT industry. Thirdly
plications, etc.), they are generating data that can be later used by and finally, we employ a Latent Dirichlet allocation (LDA) model and a
companies to gain economic benefit (Paine, Reips, Stieger, Joinson, & textual analysis (TA) to extract insights relative to the object of study
Buchanan, 2007). If these datasets are studied using Artificial Intelli­ using keyness as a statistical measure that values the log-likelihood score
gence, machine learning, deep learning, or BDA (Kar & Dwivedi, 2020), of the results. Based on the results, we identify a total of 14 topics related
it will be possible to considerably better predict user actions, which to the study of DDI and UGD strategies. Furthermore, 14 future research
would also enhance the risk of user privacy violations in digital eco­ questions and 7 research propositions are identified that must be taken
systems (Gutierrez, O’Leary, Rana, Dwivedi, & Calle, 2019). Despite the into account in future analysis strategies focused on the use of UGD, DDI,
growing concerns about user security and privacy, more and more data considering the user privacy in digital markets. The paper concludes
are generated, and users continue to share information, create content, with an important discussion regarding the role of user privacy in DDI in
and spread their messages and opinions on the Internet (Baird & Fisher, digital markets.
2005). In addition, the emergence of DDI models and strategies to track The remainder of this paper is structured as follows. In Section 2, we
user data (predictive algorithms, machine-learning, cookies, beacons, present the theoretical framework of the study. Section 3 discusses the
etc.) has led to the emergence of databases that, instead of collecting methodology. The results are reported in Section 4. In Section 5, we
content, gather behavioral data of users in digital markets. This type of provide a discussion of important theoretical contributions that our re­
content is known as User-Generated Behavior (UGB) (Netzer, sults offer for the analysis of DDI in digital markets with respect to
Tenenboim-Weinblatt, & Shifman, 2014; Vanhala et al., 2020). privacy of the UGD, as well as discuss future research agenda regarding
In this context, the present study aims to investigate the link between the role of user privacy in DDI in digital markets. Conclusions are drawn
the generation of new products and services focused on DDI and UGD as in Section 6.
sources of data, as well as to explore the consequences these strategies
may have for user privacy. Moreover, we also explore how UGD can be 2. Theoretical framework
used by DDI to generate safe and consistent strategies that do not violate
user privacy in digital markets, which fills a gap in the literature by the In order to understand the theoretical framework that encompasses
analysis of user privacy from the DDI and UGD perspectives. The main the development of strategies focused on DDI and UGD, in this section,
research question addressed in the present study is as follows: What are we review the main theories on the production of UGD in digital markets
the challenges of DDI models in digital markets in the context of increasing (Kaufhold, Rupp, Reuter, & Habdank, 2020; Keller, Schoch, Stier, &
user privacy concerns? Yang, 2017; Prasarnphanich & Wagner, 2009;), the characteristics of the
To answer this research question, we aim to accomplish the UGD in DDI strategies (Karegar, Pettersson, & Fischer-Hübner, 2020;
following objectives: Saura, 2020), the types of intentionally vs. non-intentionally generated
consumer data (Schoen et al., 2013; Vanhala et al., 2020), and, finally,
• To identify definitional perspectives of user privacy in DDI from the the types of trust in UGD in digital markets (Hajli, 2014; Panahi, Watson,
UGD theoretical perspective & Partridge, 2016), since they encompass both the analysis data-centric
• To explore the types of DDI approaches to preserve user privacy in approaches, such as trust building, and the study of user behavior in
digital markets

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Table 2 Table 3
User-generated data characteristics for data-driven innovation. Intentionally vs. non-intentionally generated consumer data (UGC and UGB).
Characteristics Description Key points Authors User-generated data (UGD)

Topic and Content categories Interest and Stieglitz et al. User-generated User-generated
purpose and objectives in relevance (2018) User Data points Possible sources content (UGC) behavior (UGB)
social networks Lozano, Intentionally Non-
Schreiber, and generated data intentionally
Brynielsson generated data
(2017)
Geographic Apps, mobiles √ √
Törnberg and
devices
Törnberg (2016)
Categorization/ Social media profiles √
Member Profile type, user, and Personal Hargittai (2010)
topical interests
characteristics customization information Su and
Demographic Profile preferences √
Contractor
(Age/Gender)
(2011)
Marital status Search terms, √
Chen,
searched content,
Vorvoreanu, and
interactions
Madhavan
Lifestyle Content consumed, √
(2014)
subscriptions
Trust and Trust and security in Level of trust / Cheng, Fu, and de
Psychographics user activity, √ √
security the digital market Perception of Vreede (2017)
Content consumed;
privacy Hansen,
content created
Saridakis, and
Household Type of products √
Benson (2018)
income bought, content
Sembada and
consumed,
Koay (2019)
subscriptions
Usability / UX Usability of data based Level of user Tenkanen et al.
Family size Family √
on the ecosystem experience (2017)
memberships,
where they are Baird and Fisher
number of devices
generated (2005)
per IP
Group/ Size of the user Power to bring Martinez and
Interests Content created, √
Community community around about change Walton (2014)
users/influencers
size which the data are Roberts (2015)
followed,
generated
Opinions digital platforms, √
Time factor Time horizon of Durability Saura (2020)
markets and social
subscription or use of Stieglitz et al.
media profiles
a product that (2018)
Browsing history Search engines √
generates UGD
Purchase history Digital √
Membership life UGD related to the Loyalty Sembada and
marketplaces, e-
cycle (cookies) development of plans generates more Koay (2019)
commerce profiles
and subscription confidence Lies (2019)
Time in social Social media profiles √
program
media and apps
Source: The authors. Ad interactions Digital markets, √
social networks,
emails
digital markets (Kar & Dwivedi, 2020). Types of media Digital markets, √
Of note, the public and free access to large amounts of data has consumed social networks
provided the companies an opportunity to implement massive adver­ Search terms used Search engines, √
websites search
tising campaigns, perform active listening in social networks, as well as
engines
offered them an array of commercial opportunities (Sembada & Koay, Bank company Apps downloaded √
2019). This easy access to large amounts of data has also driven com­ Sports Apps downloaded, √
panies to increase their data collection and compilation capacities in interests in social
order to be used to improve managerial decision making (Saxena & media, followed
users
Lamest, 2018).
Nearby connected Mobile devices, Wi- √
In order to understand how data can help companies to create DDI devices Fi access, location
models and make decisions, we should first consider how data are (Location) and connectivity
produced in digital markets (Pangrazio & Selwyn, 2019). From the Music Users profiles √
followed, type of
perspective of UGD analysis, there are different theories about data
apps downloaded,
production in digital ecosystems (see Table 1) and user motivations. subscriptions
These theories support the generation of UGD in digital markets, which Education level Content consumed, √
is the main source of data for companies. institutions
As indicated above, UGD emerge from intentional user publications followed,
professional social
and are a consequence of user actions in digital environments (Karegar
networks
et al., 2020). The analysis of these data—including user experiences, Health Medical apps, e- √
time of use, or personality types—allow companies to better understand information health services
user intentions and predict their behavior. Overall, UGD are derived installed in devices
Ideology Comments, users
from (i) information exchange, (ii) common activities, (iii) ideology/r­ √ √
followed,
eligion or (iv) purchase transactions (Karegar et al., 2020; Saura, 2020). Photos Places visited, users’ √
Therefore, the UGD has brought about the opportunity to access a social connections
multitude of data sources previously unavailable to companies (see Text messages Subscriptions √
Table 2). These data sources can serve as the basis for the generation of confirmations
new behavior prediction models, classifying target audiences, (continued on next page)

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Table 3 (continued ) retargeting (i.e., personalizing content based on cookies), companies

User-generated data (UGD) have devised new ways of collecting data, some of which have brought
about the issue of user privacy (Roberts, 2015).
User-generated User-generated
content (UGC) behavior (UGB)
In general, privacy concerns are determined by how companies
User Data points Possible sources
Intentionally Non- generate knowledge from the data that users produce in digital markets
generated data intentionally (Schoen et al., 2013). In this respect, an important concept is that of user
generated data data points, i.e., the contacts that users make with applications, devices,
messages, and technologies by providing personal information (Vanhala et al.,
transactional data 2020).
Calls Frequency numbers √ The possible sources of such user data are the questions that explicit
called, number of
closed contacts
ask users to provide these details; alternatively, these data can be
Dialog and social Content consumed, √ inferred from user actions online. Accordingly, UGD can be categorized
interaction interests, personality into (i) user-generated content (UGC, i.e., information that users know
Video-tracking Personality, type of √ they are creating publicly) and (ii) user-generated behavior (UGB, i.e.,
content consumed
information that is generated as a result of user actions) (see Table 3).
Voice Personality, social √ √
lifestyle The ease of collecting such personal data from users has led re­
Facial recognition Personality, mean √ searchers to explore what kind of confidence users have in digital market
personal traits technologies and ecosystems (Westerman, Spence, & Van Der Heide,
Source: The authors. 2014; Yu et al., 2019; Zhou, Wu, Wei, & Dong, 2019).
Therefore, UGD allows us to understand the types of trust that users
have in these ecosystems, as, by understanding these, companies adapt
retargeting campaigns, digital segmentation, and so forth.
their strategies for the development of different types of DDI (see
Among the technologies used to collect and analyze UGD are novel
Table 4).
computer science methodologies such as BDD, data mining, knowledge
By understanding the types of trust that users can develop in digital
discovery, machine learning, artificial intelligence (AI), among many
markets, companies can adapt DDI models to extract, analyze, and
others (Saura, 2020).
monetize user data based on developing strategies that increase user
Collectively, these technologies allow companies to design and
trust and, therefore, the amount of content that users publish in digital
implement new strategies based on innovation to gain new added value
markets (Sembada & Koay, 2019; Sledgianowski & Kulviwat, 2009).
and competitive advantage or to perform the analysis of new markets
(Imran-Daud, Sánchez, & Viejo, 2016). In order to become part of this
new game system, companies have adopted new and innovative stra­ 3. Methodology
tegies for the collection, analysis and processing of these datasets
(Bandara, Fernando, & Akter, 2020; Judson, Devasagayam, & Buff, 3.1. Systematic review of literature
2012). The final objective is to trend the behavior of users in digital
markets and then use this knowledge to segment advertising so that to Following Sarkis, Zhu, and Lai (2011), Akter and Wamba (2016), de
increase profits and profitability (Pratesi, Gabrielli, Cintia, Monreale, & Camargo Fiorini et al. (2018) and Akter et al. (2019), in the present
Giannotti, 2020). study, we develop a systematic review of literature to analyze the main
Accordingly, companies apply DDI models to better understand user academic contributions related to the topic of user privacy and
behavior and develop strategies focused on information management data-driven innovations. As argued by Stieglitz et al. (2018), a literature
and decision making (Prince, 2018). To encourage remarketing strate­ review is an effective methodology to identify emerging issues that
gies (i.e., making social ads pursue users through different devices) or could potentially benefit theoretical foundations related to the object of
study—in our case, privacy concerns related to the use of DDI products

Table 4
Types of trust in user-generated data in digital markets.
Type of trust Description Key elements Authors

Interpersonal User perceptions of actions of other people that would harm them. An individual user is User perception Panahi et al. (2016)
trust willing to accept vulnerability or risk based on expectations regarding another person’s User interest Dutta and Bhat (2016)
behavior. User vulnerability Martinelli Watanuki and de Oliveira
User expectations Moraes (2019)
System trust User perceived security or reliance on both the platform system and the community Perceived security in the Hajli (2014)
they belong to. system Wu et al. (2016)
User reliance Ceron (2015)
Perceived security in the
community of users
Dispositional User confidence in others, independently of context or third-party users. General attitude Szymczak, Kücükbalaban, Lemanski,
trust Trustworthiness toward Knuth, and Schmidt (2016)
trust Utz and Krämer (2009)
Independent trust McKnight, Kacmar, and Choudhury
(2004)
Perceived Determined by factors such as secure payments, data privacy, data protection, system Perceived data security Areepattamannil and Santos (2019)
competence responsibility toward data, transparency, adequate access, third-party data sharing, Perceived data privacy Tsvere, Swamy, and Nyaruwata
etc. Trust in the system (2013)
transparency Hajli (2014)
Perceived Good intentions and trustworthiness of community members to develop interpersonal System good intentions and Spence, Lachlan, Westerman, and
goodwill trust. The higher the perceived goodwill, the more content users will generate, the trustworthiness Spates (2013)
more personal data will be shared, and the more trust they will have in the community Perceived goodwill Omilion-Hodges and Rodriguez
they belong to. (2014)
Judson et al. (2012)

Source: The authors.

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Fig. 1. The SLR process.

Source: Adapted from Saura (2020)

Table 5 Table 6
Risk bias assessment of the studies included in the “theoretical contributions” Risk bias assessment of the studies included in the “data-driven models”
category. category.
Authors SD RSG BOA WDO IEC RAE Authors SD RSG BOA WDO IEC RAE

Karegar et al. (2020) + ? ? + + + Cheung and She (2016) + + ? – + –

Liu and Terzi (2010) + + ? + + ? He et al. (2020) + + ? – + +
Malgieri and Custers (2018) ? – – – + ? Imran-Daud et al. (2016) + ? ? – + ?
Prince (2018) + ? ? + + + Pratesi et al. (2020) + ? ? – + +
Tahir et al. (2020) ? – – – + – Qi et al. (2020) + ? – – + –
Yang, Xiong, and Ren (2020) ? – – – + – Qian et al. (2016) + – ? – + –
Yeon Cho et al. (2018) + – – + + + Zhong et al. (2020) + ? + ? + –
Yu et al. (2019) + + + + + + Zhou et al. (2019) + + + + + –

Yes= + No = - Doubtful =? Yes= + No = - Doubtful =?

Source: The authors. Source: The authors.

in digital markets. of the identified papers to identify the main contributions and gaps for
For our SLR, following Bem (1995), we first reviewed the theoretical future research. The 16 articles in the final dataset were analyzed in
and academic foundations of previous research on UGD and DDI. Next, depth in relation to the theories and definitions identified in the theo­
we identified the main topics discussed within these two areas of retical framework process.
research. Finally, based on the two steps mentioned above, we decided Consequently, the 16 articles were classified into the following two
on the keywords and their combinations to be used in subsequent groups: (i) theoretical contributions and (ii) data-driven models (see
database search (Kraus, Breier, & Dasí-Rodríguez, 2020). Tables 5 and 6). In (i), we classified papers that made theoretical con­
Following Stieglitz et al. (2018), our SLR was based on the papers in tributions to research on user privacy and data-driven innovations. In
reputed the academic databases: ACM Digital Library, IEEE Explore, (ii), we classified the studies that contributed solutions to user privacy in
ScienceDirect, and Web of Sciences (WOS). We also considered search­ digital markets with the use of data-driven models.
ing the AIS Electronic Library database; however, the results of Additionally, in order to ensure accuracy and precision of the
searching this database yielded only proceedings (rather than research reviewed articles (Kiss, Williams, & Houghton, 2013), we performed an
articles), so this database was not included in our review. In this deci­ assessment of risk bias in both groups of studies taking into account
sion, we followed suggested by Stieglitz et al. (2018) and Saura (2020). study design (SD), random sequence generation (RSG), blinding of
The terms used in the SLR were “User privacy” OR “user privacy outcome assessment (BOA), withdraw and drop out (WDO),
concerns” AND “data-driven” OR “data-driven innovation”. We used the inclusion-exclusion criteria (IEC) and reporting adverse events (RAE)
term “user privacy concerns” when the search of the terms “User pri­ (Table 7).
vacy” AND “data-driven” did not yield the expected results. The searches
were performed on October 12–14, 2020. We focused on titles, abstracts, 3.2. In-depth interviews
and keywords to identify relevant contributions. The total number of
articles obtained in the search was 134, of which 16 met the inclusion Next, in order to address our research question and acquire addi­
criteria (see Fig. 1). tional knowledge regarding the challenges related to user privacy in
The number of studies found in the databases was as follows: ACM data innovation, we conducted a series of qualitative interviews with
Digital Library, 35 results, of which 3 met the inclusion criteria, IEEE leading IT professionals (MacDougall & Fudge, 2001). In doing so, our
Explore 46/2, ScienceDirect 46/6, WOS 7/5. As mentioned previously, aim was not to achieve statistical generation or significance, but rather
the total number of results was 134 articles, of which 16 were selected as to gain an in-depth understanding of the structure of the studied phe­
relevant. nomenon (Orlikowski & Baroudi, 1991; Roberts, 2015).
The final step in the review process was to conduct in-depth reading We conducted a total of 11 interviews on data privacy and data

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Table 7
provides further detail on the 16 identified articles (the authors, journal, category, classification, main definitions, and contributions to GDA and DDI). Results of
Systematic Literature Review.
Authors Journal Category Theoretical Data- Purpose Main concepts analyzed
contributions driven
models

Cheung and Transactions on Multimedia To study the privacy issues in online Real-world data, sensitivity,
•

She (2016) Multimedia Computing, Information Systems social networks from the individual visibility of information and data
Communications, and users’ viewpoint management
Applications
He et al. ACM Transactions on Human Computing To propose a data-driven approach to Developing privacy profiles,
•

(2020) Interactive Intelligent Interaction design privacy-setting interfaces for privacy default settings, user’s
Systems users in household IoT industry privacy preferences
Imran-Daud Computer Social and To automatically detect sensitive Privacy-driven access control,
•

et al. (2016) Communications Information information according to the privacy content-driven protection of user
Networks requirements of the publisher of data. publications, textual messages,
content
Karegar et al. ACM Transactions on Security and Privacy To investigate how interactions that User privacy and engagement,
•

(2020) Privacy and Security engage users with consent forms differ user attention and satisfaction,
in terms of their effectiveness, types of interactions
efficiency, user satisfaction and
privacy concerns
Liu and Terzi ACM Transactions on Privacy, Social To approach the privacy issues in Privacy scores, users in online
•

(2010) Knowledge Discovery from Network Services online social networks from the social networks, privacy issues,
Data individual users’ viewpoint proposing privacy risk
a framework to compute the privacy
score of a user
Malgieri and Computer Law & Security Computer To analyze whether consumers/users Data-driven economy, pricing
•

Custers Review Technology should have a right to know the value privacy, user personal data.
(2018) of their personal data.
Pratesi et al. Data & Knowledge Data Design, Data To analyze privacy issues related to the Privacy risk assessment, risk-
•

(2020) Engineering Base Tools sharing of user profiles, derived from users, quality of user profiles,
mobile phone data. user classification of privacy
Prince (2018) International Journal of Human Computer To assess the factors that affect web Privacy controls over data flows,
•

Human-Computer Studies Interaction users’ predisposition to exert control concerns over information
over personal data flows that targets privacy, individuals’ privacy
online users and their privacy empowerment
Qi et al. (2020) Information Sciences Information Science To propose a data-driven service Collaborative filtering, context-
•

recommendation with privacy- aware, temporal information of

preservation. service invocations, privacy,
decision-making
Qian et al. IEEE Transactions on Data Privacy, To propose a data-driven analysis Online user behavior data,
•

(2016) Computers Computer Science which encrypts users’ sensitive data to behavior data, privacy
prevent privacy disclosure and to protection, privacy disclosure
evaluate a real online behavior dataset
Tahir et al. IEEE Access Computer To review the state-of-art application 5 G technology, connectivity,
•

(2020) Architecture of Blockchain in 5 G network and users’ perceptions, new

explore how it can facilitate enabling technologies testing
technologies to use user data.
Yang et al. IEEE Access Cloud Computing, To review the literatures on data Cloud storage, user’s data
•

(2020) Data Privacy security and privacy issues, data security, user’s privacy
encryption technology, and applicable protection, information
countermeasures in the cloud storage disclosure, privacy disclosure
system
Yeon Cho et al. KSII Transactions on Information Systems To investigate factors considered in Information privacy, collect
•

(2018) Internet and Information privacy calculus of fitness devices and sensitive data, privacy concerns
Systems verify differences among users
Yu et al. Industrial Marketing Information To construct a conceptual model based Consumer perceptions to ads on
•

(2019) Management Management on the effects of consumer perceptions the click-through intention,
of personalized online ads. privacy concerns, social content,
trust
Zhong et al. Computer Computer privacy & To propose a multi-dimensional Privacy-preservation, service
•

(2020) Communications Communication quality ensemble-driven recommendations, quality

Networks recommendation approach to make ensemble-driven
privacy-preserving recommendations recommendation
Zhou et al. IEEE Journal on Selected Privacy & Data To analyze subjective privacy-aware User privacy-aware preferences,
•

(2019) Areas in Communications models evaluation issues of users using a data- observable user data, privacy
driven model issues of social network
behaviors

Source: the authors.

innovation with the professionals from 9 companies. The informants a wider range of experiences (Dhillon & Torkzadeh, 2006). Each inter­
were from medium and large companies with extensive experience in view lasted approximately one hour and was conducted between
developing strategies in digital markets (see Table 8). Our interviews October 21, 2020 and November 15, 2020.
were semi-structured and included open-ended questions (see Annex 1). The interview data were then transcribed and coded using explor­
The main reason for using open-ended questions was to try to address atory data-based techniques (Bacq, Janssen, & Noël, 2019;

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Table 8
Interviewees by sector, company and professional.
Informant Sector Company size Role of informant Core duties Organization Type

A Telecom Medium Senior CTO Marketing and Communications Multinational

B IT Medium (i)Senior Computer Scientist, (ii)Digital Marketing Manager Data Sciences, Digital Marketing Private
C Vehicles Industry Large Senior Consultant Communications Private
D Marketing Medium Digital Marketing Manager Digital Marketing Private
E Software Deve. Medium Quality Manager CRM and Development Private
F e-Health Large Communication Manager Media Communications Private
G Communi. Large Big Data Manager Marketing Private
H Education Large Senior CEO General Management Private
I IT Large (i)User Experience Manager, (ii)SEO Manager Media Communications and Design Multinational

Source: The authors.

Table 9 Table 11
Demographic characteristics of the interviewees. Characteristics of textual analysis.
Demographic Sub-Level Count (%) Characteristics Boyd Rosa Jiang Ramirez-Andreotta Present
Characteristic et al. et al. et al. et al. (2016) Study
(2010) (2015) (2016)
Male 8 66.6
Gender Female 4 33.3 Classification √ √ √ √ √
Other – – into nodes
Categorization √
Profession CTO 1 8.3 Word count √ √ √
Computer Scientist 1 16.6 Keywords √ √ √
Digital Marketing Manager 2 8.3
Source: The authors.
Senior Consultant 1 8.3
Quality Manager Communication
1 8.3
Manager Stephens, & Donnelly, 2000). The originality of our study lies in that,
Big Data Manager 1 8.3 while LDA has previously been used to analyze the content extracted
CEO 1 8.3
User Experience Manager 1 8.3
from social networks and digital markers, in the present study, we used
SEO Manager 1 8.3 this technique to analyze our interview data by following Krippendorff
1 8.3 (2013) content analysis considerations.
Education
Postgraduate 9 75 In general, the LDA model identifies keywords within the analyzed
PhD 3 25
documents and proposes a distribution of themes in a randomly iden­
tified sample. Specifically, the model shows the ten most relevant words
26− 35 4 33.3
36− 45 5 41.6 in the database and based on the results, the researchers can propose
Age
46− 56 2 16.6 different themes. These themes will be the topics that make up the
> 55 1 8.3 analyzed database (see Table 10 for a review of similar studies). In the
Source: The authors. present study, this approach was performed using Python software LDA
1.0.5.
In order to ensure that the analyzed topics are relevant, the concept
Table 10 of keyness, also known as the strength of the link, has previous been
Data sources in the LDA application. applied. Keyness is a statistical measure that values the log-likelihood
Lee and Büschken Hao score (Rayson & Garside, 2000; Reyes-Menendez, Saura, & Stephen,
Ye et al. Present
Characteristics
(2011)
Bradlow and Allenby et al.
Study
2020). This metric provides statistical meaning and makes it possible to
(2011) (2016) (2017) determine differences between two corpora. Specifically, the
Online rating
log-likelihood score of 3.8 or higher was reported to be statistically
√ – √ √
Comments √ √ √
LDA √ √ √ significant at p < 0.05 (Minhas & Hussain, 2014; Reyes-Menendez
Social et al., 2020). Therefore, in the present study, the conversations from the
√ √
interactions interviews were put into different in-puts phrases and text documents
Interviews √ that were considered as sub-corpus and were then compared with the
Topic
frequency
√ √ √ original corpus composed of the full texts collected from the in-depth
interviews.
Source: The authors. For the set of identified topics, the statistical significance was p <
0.05. According to Iyengar, Sood, and Lelkes (2012) and Reyes-Me­
Cooke-Davies & Arzymanow, 2003). The demographic characteristics of nendez et al. (2020), this allows for measuring log-likehood to deter­
the informants are summarized in Table 9 based on their professions. mine the importance of the identified topics in the overall analyzed
content.
3.3. Data mining: topic-modeling and textual analysis Secondly, we also performed textual analysis with data-mining
techniques (Krippendorff, 2013). To this end, different phrases and
In recent years, data mining techniques, such as modeling and tex­ concepts were grouped in nodes, or text groupings that discussed similar
tual analysis, have come to be extensively used in the literature (Amin issues. Each node had different variables to measure to evaluate the
et al., 2019; Jimenez-Marquez, Gonzalez-Carrasco, Lopez-Cuadrado, & relevance of the words and concepts that composed it. Specifically, we
Ruiz-Mezcua, 2019). In the present study, we used two techniques of measured the frequency and repetition of the words within the database,
data-based approaches. First, a model based on mathematical and and then the total weight of those word groupings in nodes within the
probabilistic functions, known as LDA, was applied to analyze the con­ database was measured (Hilal & Alabri, 2013) (see Table 11 for a review
tent of the interviews (Blei, Ng, Jordan, & Lafferty, 2003; Pritchard, of similar studies).

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Table 12 analysis of user data in social networks and digital markets. Our results
Topics identified in interviews. suggest that, using DDI, companies personalize their messages based on
Topics Topic description Keyness p- the needs of their customers. Corresponding algorithms focus on inno­
value vation in terms of collecting information from users, allowing companies
User privacy Users’ preferences regarding their 776.72 0.039 to find a multitude of data points to predict both user behavior and their
preferences privacy actions in digital ecosystems (Sheehan, 2002).
User engagement Analysis of the type of actions and user 497.80 0.027 However, the effectiveness of these innovation-focused approach
engagement strategies raises privacy concerns (Dutta & Bhat, 2016). Pursuing eco­
Privacy risk Risks relating to the privacy of user data 417.02 0.024
Data-driven Economics based on data-driven 390.94 00.23
nomic and business objectives (Keller et al., 2017), companies can
economy approaches achieve change in user behavior, or behavioral modification (Zuboff,
User behavior Study of user behavior in digital 390.03 0.023 2019) based on the application of DDI (Imran-Daud et al., 2016). For
markets instance, psychographic variables and their collection with Big Data
Information Decisions taken by company 379.58 0.021
techniques allow companies to predict the personality of users. In this
management management of
Decision making Influence of data-driven innovation and 305.11 0.014 respect, our findings are consistent with those reported by Paine et al.
improved decision making (2007) and Qian, F., Ruan, Chen, and Tang (2016).
User perceptions User perceptions of security and risk on 269.08 0.011 One of the interviewed informants indicated:
filtering personal user data
Driven content Actions, techniques, and models 164.10 0.008 "We can say that personality drives user behavior online, and behavior
focused on data-driven content influences user actions in digital markets. These actions generate and
Social ads Influence of data-driven models on 135.75 0.006
mark the personality of the profiles that are then analyzed using DDI".
social ads
Sensitive data Access to sensitive data to study online 135.32 0.006
In line with Sledgianowski and Kulviwat (2009) and Yu et al. (2019),
user behaviors
our results demonstrate that these actions make it possible to understand
Source: The authors. the factors related to personal data, such as user personality, tastes,
habits, and actions in digital environments. Therefore, we can conclude
that mining such details from UGD in digital markets allows companies
Table 13
to increase profitability of their content marketing strategies, as they
Grouped keyword nodes.
know users better and can personalize content automatically (Brighi,
Keywords Count WP Lucarelli, & Venturelli, 2019; Prince, 2018).
Data driven-innovation, data-driven economy, data-driven models, 430 3.14 However, as discussed previously, the fact that companies can use
data points, data-driven behavior, etc. DDI techniques to construct psychological profiles of users can lead to
Protect user data, user personal data, data abused activities, 412 2.79
unethical experiments that violate the privacy of personal data of users.
unethical experiments with user data, etc.
Personalized content, monetization of user content, personalized 371 2.23
As noted by one of our interviewees:
messages, etc.
Privacy concerns, digital privacy, privacy-driven access, privacy 332 2.04
“We train models that work with machine-learning using common pat­
protection, pricing privacy, privacy score, etc. terns among the users with whom we carry out A/B tests, and on the
Social ads, social engagement, social media profiles, social 293 1.93 results of these, we add more information on the profiles used until we
networks preferences, social networks abuse, etc. achieve the level of accuracy that we consider profitable”.
Information management, decision making in management, 257 1.45
insights, innovation in management, etc. Although Big Data marketing and content customization make it
Social media trust, trust in the platform, trust in the social media 193 1.08
possible to quantitatively evaluate the effectiveness of advertising and
algorithm, user trust to other users, etc.
social ads campaigns in digital environments, they also lead to the
Source: the authors. emergence of trends such as fake news and abusive activities related to
advertising (Lies, 2019; Liu & Terzi, 2010).
The total grouping of words in nodes was represented by the Therefore, user privacy concern increases as innovation and models
weighted percentage (WP) that reflected the total weight based on the developed to get increasingly advanced, and users can perceive these
relevance of the set of keywords in the entire initial database (Hutch­ technologies in the personalization of content (see also Palos-Sanchez
ison, Johnston, & Breckon, 2010). The analysis was performed using the et al., 2019). Content customization, i.e., segmented targeting based on
NVivo Pro-11 textual analysis software with extensions for content data-driven models and testing of new market segments, includes ac­
filtering and classification. tions focused on the analysis of user data applying innovation models
and algorithms that study their online actions (He, Bahirat, Knijnenburg,
4. Results & Menon, 2020). In this respect, one of our interviewees noted:

“In the innovation processes, we establish to extract insights that help

The results of applying the LDA analysis showed a total of 14 main
improve results, we use data we already have on users, but we consider
topics in the interview data. Table 12 provides further detail on the
how to request additional information from users, without being intrusive,
identified topics, including also their keyness values and statistical sig­
which will help to improve the accuracy of our models”.
nificance (p-value).
Furthermore, Table 13 shows the words classified as relevant within In line with Yu et al. (2019), our results also suggest that the
the analyzed database. The keywords were grouped based on the nodes large-scale analysis of user data has led to the massive monetization of
analyzed using textual analysis approach. We also report the number of users’ personal information. Accordingly, there have been concerns
times that the keywords and their synonyms were repeated in the data, about the adverse impact of behavior modifications achieved through
as well as their corresponding weight in the entire database. abusive privacy practices. In this relation, one of our informants stated:

5. Discussion, implications, and research agenda “We have come to question whether the predictive capabilities of our
models can influence purchasing behavior and the choices that users make
In the present study, we identified different challenges related to the online. We respect user privacy, but the segmentation tools are becoming
implementation and development of DDI strategies that focus on the more robust and intelligent”.

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Table 14 ensure the success of companies’ communication and marketing stra­

Future research questions on user generated-data analysis using data-driven tegies (Hajli, 2014). At the same time, there is evidence that digital
innovation. ecosystems generate addictions in some users (Hawi & Samaha, 2017),
User Data-driven Future research questions and that this addiction can have a negative impact on users’ psycho­
data innovation tools logical states (Judson et al., 2012). In this context, how would
Intentionally Data-driven models and • Is it ethical to collect and data-driven innovation affect user behavior in the future?
versus user data points analyze non-intentionally One of the challenges is to create DDI strategies that would prioritize
non- generated data using data- user privacy and interests, rather than companies’ profit-driven goals.
intentionally driven models?
As specified by one of our interviewees:
generated data • Will such analysis violate
user privacy?
“What is important is to understand how users must have their own
Monetization of Data-driven innovations • What factors influence DDI
user content strategies to increase profitability
determination to control their data and even to know what the price of the
to increase profitability using data intentionally data is. After that, companies will be able to adapt the new ecosystem that
created by users? protects users and the data they generate on the Internet".
• What are the limits of
application of DDI in digital Therefore, we can conclude that, in the future, data-centric ap­
markets to obtain the proaches should be able to build marketing models based on ethical
maximum economic return
design. Corresponding regulation around digital privacy should be
from user-generated
content? developed and introduced. In the context of the rapid expansion of
Social ads and Data-driven innovation • What is the impact of BDA technology and innovation, the current initiatives of the European
personalized actions to personalized and DDIs on user behavior Commission in the European Union—such as the right to forget, or the
content social ads when interacting with social new law of General Data Protection Regulation (GDPR) and its impact
ads?
• How does the automatic
globally—are clearly not sufficient to fully address all emerging con­
study of the psychographic cerns, or any other regulation initiatives worldwide (Goddard, 2017).
variables of users using DDI In summary, based on the results of the present study and following
tools affect their purchase Bandara, Fernando, and Akter (2019), Saura (2020) and Bandara, Fer­
decisions in digital
nando, and Akter (2020) we formulate the following agenda for further
environments?
Data abuse Data-driven models to • What framework regulates research on using DDI strategies to analyze UGD (see Table 14).
activities collect and process user the limits of predicting user
information on a large actions in digital markets?
scale • How can large-scale data 5.1. Research propositions to address the challenges and opportunities of
automation and DDI avoid UGD analysis using DDI
data abuse activities in
automatic or machine-
learning models? In order to guide future research in this area and following Hughes
Online user Data-driven innovation • How can tracking online user et al. (2019) and Duan, Edwards, and Dwivedi (2019), in what follows,
behavior based on user online habits behavior influence the we formulate several research propositions based on our results. The
decisions that other users
proposed propositions are aligned with the categories of DDI models and
make?
• Could the development of tools shown in Table 14 that are the results of the literature review and
DDI, focused on the framework consulted to establish the research theoretical
understanding the behavior underpinnings.
of online users, modify the In addition, these categories of DDI are linked to the objectives of the
behavior of online users?
Information Decision-making related to • How can senior managers of
research to understand how user privacy should be understood from the
management the application of companies that work with development of DDI strategies. In the future, these proposals can be used
strategies based on DDI user data apply DDI based on by researchers or practitioners as a starting point for future research and
and artificial intelligences artificial intelligences, practice in the industry of information management, digital marketing,
without violating user
BDA, and so forth.
privacy?
• What factors influence Following Li et al. (2020), it is necessary to understand the impor­
decision making regarding tance of predictive capacity of new algorithms that work with Artificial
the management, sale, and Intelligence, as well as to collect and analyze the data of online users.
marketing of user personal Also, according to Cui and Curry (2005), the more these algorithms are
data?
Laws on Data-driven innovation • Is it possible to establish a
trained, the better are their predictive capabilities, which can lead to
digital privacy models to study online legal framework so that users decisions focused on economic objectives that anticipate or modify the
user profiles know the value of their data? decisions of users in digital markets. These automations in the collec­
• What is the value of user data tion, analysis, and prediction of online user behavior can lead to privacy
based on their use of digital
violations (Ma, Chen, & Zhang, 2019). Therefore, the following research
markets, social media
profiles, and so forth? proposition is set:
Proposition 1. The ability to collect, analyze, and predict user actions
Furthermore, several authors argued that social networks and digital based on the results of the analysis of intentionally and non-intentionally
environments have a social mission to create online communities to generated data on social networks can violate user’s privacy
socialize users and strengthen or create social ties among them (e.g., The monetization of user actions on the Internet has been one of the
Isaak & Hanna, 2018; Zuboff, 2019). At the same time, other studies digital strategies that has recently evolved in the business environment
argued that it is necessary to strengthen the legislation that regulates the (Tang, 2016). As argued by Nisar and Yeung (2018), monetization in
use of targeting tools. Overall, we agree with the Ceron (2015) argument economic terms of the UGD is key to the profitability of digital business
on the need to change the paradigm in social markets. models, as it improves products and services, decision-making, and
Although large-scale applications of the tools focused on data inno­ understanding of the audience (Saura, 2020). Therefore, and following
vation can adversely affect users’ feelings and privacy, these algorithms Trabucchi and Buganza (2019), the ability to collect large amounts of

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UGD analyzed with DDI models is key for digital business models. Therefore, since user data and information are used to increase the
Accordingly, the following proposition is established: profits of companies, regulations on the use of user data and information
they share on the Internet must be improved (Romansky, 2019).
Proposition 2. The greater the predictability and size of the UGD data­
Therefore, the following proposition is formulated:
bases, the greater the profitability and monetization of the value of users using
DDI models. Proposition 7. A legal framework to make users aware of the economic
value of their data that companies can use to increase their profits should be
According to Missaglia et al. (2017), the improvement of the study
introduced.
and optimization of social ads and personalized content in digital mar­
kets plat a key role in purchase considerations. Holmlund et al. (2020)
6. Conclusions
indicated that the development and application of techniques focused on
BDA to explore and influence the customer journey of users is decisive
In the present study, we analyzed how, from the perspective of UGD,
for the success of digital strategies. Accordingly, the study of online user
data-driven models can be used to address the issues of user data
behavior has become a priority for companies that develop digital
privacy.
strategies (Oestreicher-Singer & Zalmanson, 2013). Therefore, the
With regard to our main research question (“What are the challenges
following research proposal is formulated:
of DDI models in digital markets in the context of increasing user privacy
Proposition 3. The use of BDA and DDI for the study of user behavior concerns?), we proposed a detailed research agenda, including the main
improves the personalization of social ads / content, increasing the possibil­ questions and research propositions that should be addressed in future
ities of positive purchase decisions in digital markets. research regarding using DDI models and strategies with respect to user
privacy.
However, the application of DDI to large UGD databases has become
This roadmap for future research is based on the results of our
a problem for the industry in terms of user perception (Xie & Karan,
achieving the specific goals of the present investigation. Specifically, we
2019). As highlighted by Tan, Qin, Kim, and Hsu (2012), one of the
identified definitional perspectives of user privacy in DDI from the UGD
challenges is to understand the limits of large-scale automation with the
theoretical perspective, explored the types of DDI approaches to pre­
use of DDI, since the prediction and optimization capabilities increase.
serve user privacy in digital markets, reviewed and analyzed what is
This effectiveness has led to privacy concerns about the use of the in­
known about the use of UGD in DDI preserving user privacy, and pro­
formation published by users, as well as the insights, both direct and
vided guidelines to track the challenges of DDI with regard to user pri­
indirect, which can be extracted from user publications online actions
vacy. Therefore, seven data-driven based topics were found as the main
(Huertas & Marine-Roig, 2015). Therefore, the following proposition is
factor to determine next studies in this area of research: intentionally
formulated
versus non-intentionally generated data, monetization of user content,
Proposition 4. Strategies focused on large-scale data automation and DDI social ads and personalized content, data abuse activities, online user
must be standardized and examined to avoid abuse that could harm user behavior, information management and laws on digital privacy.
privacy and data. Similarly, DDI tools were found to drive these new challenges: data-
driven models and user data points analysis, DDI strategies to increase
The application of DDI and BDA to the study of online user behavior
profitability, data-driven innovation actions to personalized social ads,
has been studied from behavioral (Pachidi, Spruit, & Van De Weerd,
data-driven models to collect and process user information on a large
2014) and marketing perspectives (Vinerean, Cetina, Dumitrescu, &
scale, data-driven innovation based on user habits online, decision-
Tichindelean, 2013; Palos-Sanchez et al., 2019). However, these
making related to the application of strategies based on DDI, and arti­
analytical approaches have allowed tracking users online, allowing thise
ficial intelligences DDI models to study online user profiles.
companies to anticipate user decisions and understand how users
We also reviewed the main uses of the DDI strategies by companies
behave on the Internet (Steinfeld, 2016; Tene & Polenetsky, 2012).
and their link to the privacy of users (in terms of their personality,
Therefore, and from the point of view of modifying the decisions that
behavior, and actions on the Internet). Taken together, our results
users make in digital markets using DDI models, the following propo­
highlight the urgent need to better understand the DDI strategies that
sition is proposed.
could affect user privacy.
Proposition 5. Tracking online user behavior and using DDI to personalize
content and advertising in digital marketplaces may result in the change of 6.1. Theoretical contributions
decisions that users make in digital environments.
In terms of theoretical implications, the present study provides an
Information management in this digital age is a key element needed
adequate framework in relation to the concepts of UGD and DDI for
for business success (Dwivedi, Lal, & Williams, 2009). According to
further research on management, processing, and prediction of user
Kache and Seuring (2017), in this new connected paradigm,
behaviors on the Internet based on the data users share in digital mar­
decision-making processes driven by data dashboards is key in market­
kets. Accordingly, future studies can address the questions included in
ing, sales, communication, and strategy (Jones, Ball, & Ekmekcioglu,
the proposed research agenda.
2008). However, business managers should carefully consider the limits
From the theoretical perspective, researchers should focus on the
of the use of personal data information in the predictions made to
development of legislation that would regulate the use of targeting tools
personalized content and increase the benefits. Therefore, the following
in digital ecosystems. These initiatives should protect users from abusive
research proposal is proposed:
privacy practices developed by companies that collect UGC and UGB
Proposition 6. DDI that works with Artificial Intelligence plays an data from online users.
important role in information management; however, with regard to mar­ In addition, future large-scale analyses of user data should follow the
keting and sales, the limits of user personal data analysis and predictions best practice guidelines that ensure the appropriate ethical design of
should be considered. both the ways of collecting data and predicting user behavior. In this
way, although the economic objectives of companies could be ambi­
The evolution of DDI in companies and the data generated daily have
tions, companies should ensure that user privacy, the strategies used to
led to the emergence of a new ecosystem where data are the center of all
influence user online behavior, and predictions about their actions are
decisions and strategies implemented in digital markets (Calvano &
not violated or abused.
Polo, 2020). However, according to Morse and Birnhack (2020), the
laws on digital privacy have not advanced at a comparable speed.

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Table A1 Amin, A., Shah, B., Khattak, A. M., Moreira, F. J. L., Ali, G., Rocha, Á., et al. (2019).
Interview questions. Cross-company customer churn prediction in telecommunication: A comparison of
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Arya, V., Sethi, D., & Paul, J. (2019). Does digital footprint act as a digital asset? ?
What is your use of Data-Driven Innovation (DDI) in your QD1 Enhancing brand experience through remarketing. International Journal of
organization? Information Management, 49, 142–156. https://doi.org/10.1016/j.
What is the role of user-generated data (UGD) in your organization? QD2 ijinfomgt.2019.03.013.
What kind of user-generated data (UGD) do you collect? QD3 Areepattamannil, S., & Santos, I. M. (2019). Adolescent students’ perceived information
Do you apply DDI-centric models on UGD databases? QD4 and communication technology (ICT) competence and autonomy: Examining links to
What actions do you take to ensure the privacy of users and their QD5 dispositions toward science in 42 countries. Computers in Human Behavior, 98, 50–58.
data? https://doi.org/10.1016/j.chb.2019.04.005.
What use will you give to DDI-based strategies in the future? QD6 Bacq, S., Janssen, F., & Noël, C. (2019). What happens next? A qualitative study of
What is the role that DDI and UGD play in the marketing, QD7 founder succession in social enterprises. Journal of Small Business Management, 57(3),
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Baird, D. E., & Fisher, M. (2005). Neomillennial user experience design strategies:
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M81Q-12G1.
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taxonomy and a future research agenda. Electronic Markets, 1–19. https://doi.org/
10.1007/s12525-019-00375-6.
From a more practical point of view, managers and heads of
Bandara, R., Fernando, M., & Akter, S. (2020a). Managing consumer privacy concerns
communication, marketing, data and development innovation strategies and defensive behaviours in the digital marketplace. European Journal of Marketing.
can use the results of the present study as the starting point to develop https://doi.org/10.1108/EJM-06-2019-0515. Vol. ahead-of-print No. ahead-of-
ethical approaches to the management and processing of user data that print.
Bandara, R., Fernando, M., & Akter, S. (2020b). Explicating the privacy paradox: A
would not violate user privacy and appropriately handle user personal qualitative inquiry of online shopping consumers. Journal of Retailing and Consumer
information and behavioral data. Services, 52, 101947. https://doi.org/10.1016/j.jretconser.2019.101947.
In addition, when applying DDI models on these databases, gov­ Bandara, R., Fernando, M., & Akter, S. (2020c). Addressing privacy predicaments in the
digital marketplace: A power-relations perspective. International Journal of Consumer
ernments, public institutions, and private companies that collect, pro­ Studies, 44(5), 423–434. https://doi.org/10.1111/ijcs.12576.
cess, and analyze user data must ensure that user privacy is maintained. Blei, D. M., Ng, A. Y., Jordan, M. I., & Lafferty, J. (2003). Latent dirichlet allocation.
With the development and improvement of data science techniques, Journal of Machine Learning Research, 3, 993–1022. https://doi.org/10.1162/
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technology is advancing exponentially; however, no comparable ad­ Bouncken, R. B., Kraus, S., & Roig-Tierno, N. (2019). Knowledge-and innovation-based
vances are observed in relevant legislation. business models for future growth: Digitalized business models and portfolio
Therefore, from the practical and management points of view, it is considerations. Review of Managerial Science, 1–14.
Boyd, D., Golder, S., & Lotan, G. (2010). Tweet, tweet, retweet: Conversational aspects of
important that policy makers and managers develop flexible. This is
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needed to both protect user privacy and to implement DDI strategies that (pp. 1–10). https://doi.org/10.1109/HICSS.2010.412.
do not infringe user rights. Brighi, P., Lucarelli, C., & Venturelli, V. (2019). Predictive strength of lending
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Cooke-Davies, T. J., & Arzymanow, A. (2003). The maturity of project management in
Conceptualization: J.R.S, D.R.S, D.P.M; Formal analysis: D.P.M; different industries: An investigation into variations between project management
Investigation: J.R.S, D.R.S, D.P.M; Methodology: J.R.S, D.R.S, D.P.M; models. International Journal of Project Management, 21(6), 471–478.
Cui, D., & Curry, D. (2005). Prediction in marketing using the support vector machine.
Resources: J.R.S; Software: J.R.S, D.R.S, D.P.M; Supervision: D.R.S, D.P. Marketing Science, 24(4), 595–615.
M; Validation: J.R.S; Visualization: J.R.S; Roles/Writing - original draft: de Camargo Fiorini, P., Seles, B. M. R. P., Jabbour, C. J. C., Mariano, E. B., & de Sousa
J.R.S, D.R.S, D.P.M; Writing - review & editing: J.R.S, D.R.S, D.P.M. Jabbour, A. B. L. (2018). Management theory and big data literature: From a review
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Annex 1 Dhillon, G., & Torkzadeh, G. (2006). Value-focused assessment of information system
security in organizations. Information Systems Journal, 16(3), 293–314.
Duan, Y., Edwards, J. S., & Dwivedi, Y. K. (2019). Artificial intelligence for decision
Table A1 making in the era of Big Data–evolution, challenges and research agenda.
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