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Faculty of Management Sciences

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    E-consumer awareness of digital consumerism concerning free data resource exploitation
    (2024-05) Serubugo, Ayub; Penceliah, Darry
    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.
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    To understand the critical measures of enhanced security in cloud computing for creating better data protection
    (IEEE, 2022-04-28) Lourens, Melanie; Neela, V.; Jambukesh, H.J.; Khan, Huma; Pant, Bhasker
    Today, the use of cloud computing for better data protection has been increased to a great extent. One of the essential reasons for using cloud computing as a means of data protection is that users can easily access relevant data with the proper security protocols. However, various sectors such as healthcare, finance, automotive, education, manufacturing, etc. have experienced a lot of challenges regarding large and confidential data protection in the past few decades. With the advent of Cloud-computing in recent times, all the issues related to data security and information protection have been easier than before. Researchers have conducted an effective quantitative data collection approach by performing primary analysis through surveys. With a probability sampling technique, researchers have asked around 60 participants from different industrial fields about their opinions regarding the research topic. As per research findings around 60% of people have supported that cloud computing is essential for maximizing data protection. Around 30% people agreed with the 24 times 7 information monitoring and data encryption challenges can be solved with cloud computing. On the other hand, around 10% of participants have placed their positive opinion over the error reduction in data protection by using cloud computing. Researchers in this particular research paper are going to explain the importance of using cloud computing as a data security tool. In order to create better data protection systems across various industrial departments, cloud computing can be used in the future research as well.