The impact of GDPR on marketing and protection of customers´ personal data

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63526023" target="_blank" >RIV/70883521:28120/20:63526023 - isvavai.cz</a>

Result on the web

<a href="http://hdl.handle.net/10563/45937" target="_blank" >http://hdl.handle.net/10563/45937</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.7441/dokbat.2020.15" target="_blank" >10.7441/dokbat.2020.15</a>

Result language

angličtina

Original language name

The impact of GDPR on marketing and protection of customers´ personal data

Original language description

In May 2020, it was two years since the European Data Protection Regulation (hereafter referred to as GDPR) came into force. Marketing activities and personal data of customers represent one of those areas that have been significantly affected by GDPR. The paper aims to find out how SMEs currently perceive GDPR, its implementation, subsequent provision of compliance and how do they assess the impacts of GDPR on marketing and protection of customers´ personal data. A focus group method was chosen to obtain qualitative data. The purpose was to gain the views and experiences of participants from their more than two years of practice related to the implementation of the GDPR and ensuring subsequent compliance. Micro-enterprises, small and medium-sized enterprises were evenly represented. The results of the focus group will contribute to the specification, expansion or narrowing of problem areas. The results will be used for the formulation of some questions of the planned semi-structured interview, which will be the next step of future qualitative research. The results showed that GDPR is still a topical issue for SMEs that they have to address. The GDPR is perceived as a concern and another administrative and financial burden. The human factor is mentioned as the most common possible risk. The prevailing opinion on GDPR is the negative impact on business entities. The results also showed agreement on the existence of an impact on personal data policy

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

DOKBAT 2020 - 16th International Bata Conference for Ph.D. Students and Young Researchers

ISBN

978-80-7454-935-9

ISSN

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e-ISSN

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Number of pages

15

Pages from-to

172-186

Publisher name

Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky

Place of publication

Zlín

Event location

Zlín

Event date

Sep 2, 2020

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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