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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název statě ve sborníku

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

ISBN

978-80-7454-935-9

ISSN

—

e-ISSN

—

Počet stran výsledku

15

Strana od-do

172-186

Název nakladatele

Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

2. 9. 2020

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—