User Perception of Algorithmic Digital Marketing in Conditions of Scarcity

Digital Marketing, and specifically, targeted marketing online is flourishing in recent years, and is becoming evermore precise and easy to implement, given the rise of big data and algorithmic processes. This study assesses users’ perceptions regarding the fairness in algorithmic targeted marketing, in conditions of scarcity. This is increasingly important because as more decisions are made by data-driven algorithms, the potential for consumers to be treated unfairly by marketers grows. Awareness of users’ perceptions helps to create a more open, understandable and fair digital world without negative influences. Also, it may help both marketers and consumers to communicate effectively.KeywordsDigital marketingUsers’ perceptionsFairness in algorithmic processesMicrotargetingScarcity messages