Penceliah, DarrySerubugo, Ayub2024-07-022024-07-022024-05https://hdl.handle.net/10321/5343Thesis submitted in fulfillment of the requirements of the degree of Doctor of Philosophy in Marketing and Retail Management, Durban University of Technology, Durban, South Africa, 2024.The ubiquity of digital technology with powerful smart equipment has transformed digital marketing, paving the way for digital consumerism. Electronic consumer data is being freely exploited at an exponential rate through constant company surveillance for the purpose of predicting profits. E-consumer online behavioural data is progressively becoming a valuable asset for precise, granular online targeting. However, e-consumers are oblivious to the fact that their digital traces are being monitored in the process of navigating the internet. Additionally, e-consumers are unaware that their autonomy is being eroded by unfair, capitalistic digital surveillance and profiling technology. The aim of the study is to assess e-consumers awareness of the influence of digital consumerism on free data resource exploitation. A cross-sectional mixed method research design using a validated Likert-type scale questionnaire survey was administered to a non-probability convenience sample of 400 respondents. Thereafter, interviews were conducted using purposive sampling of participants until sufficient data was collected based on the point of saturation. The saturation point was reached after interviewing 20 participants. Online survey data was analysed by SPSS 28 computer software for descriptive and inferential statistics and AMOS was administered for structural equation modelling (SEM). The data from the interviews was analysed using NVivo pattern matching and content analysis. The results reveal that while some e-consumers are aware of free data exploitation, most e-consumers do not notice that their online behavioural data is being harvested and exploited by online retailers. The findings may assist digitalised companies to initiate loyalty programmes by compensating e-consumer data resource input. Further studies should be undertaken to explore the remediation models for free data exploitation. A remediation strategy by online retailers to recognise e-consumers data input is paramount with the current, rapid growth of digitalisation in today’s data-driven economy. A cross-sectional mixed method research design using a validated Likert-type scale questionnaire survey was administered to a non-probability convenience sample of 400 respondents. Thereafter, interviews were conducted using purposive sampling of participants until sufficient data was collected based on the point of saturation. The saturation point was reached after interviewing 20 participants. Online survey data was analysed by SPSS 28 computer software for descriptive and inferential statistics and Amos was administered for structural equation modelling (SEM). The data from the interviews was analysed using NVivo pattern matching and content analysis. The results reveal that while some e-consumers are aware of free data exploitation, most e-consumers do not notice that their online behavioural data is being harvested and exploited by online retailers. The findings may assist digitalised companies to initiate loyalty programmes by compensating e-consumer data resource input. Further studies should be undertaken to explore the remediation models for free data exploitation. A remediation strategy by online retailers to recognise e-consumers data input is paramount with the current, rapid growth of digitalisation in today’s data-driven economy.316 penDigital technologyDigital marketingElectronic consumer dataConsumer protectionInternet marketingElectronic commerce--ManagementData protectionThesishttps://doi.org/10.51415/10321/5343