The advancement of the modern era, when technology has become essential, is especially important for businesspeople today since it allows them to advertise their goods online and draw customers to their online store. Businesses that focus on online operations gain immensely due to the opportunities that come with online technology. Among such possibilities is the ability to gather information about customers, customer preferences, current trends, and job applicants. As a result, online technology permeates the lives of both businesses and consumers. Nevertheless, while benefiting one side, online technologies harm other stakeholders. Though consumers might gain from using online platforms, there are still shortcomings due to violations of personal data and privacy.
First, it is noteworthy that social networking sites can be used for the benefit of the corporation and influence the job applicant negatively. Even though social network sites are still relatively new, there is a growing tendency of employers doing online checks utilizing social network sites for details on job candidates (Clark and Roberts, 2010). A company representative can enter the name of a candidate into a search engine like Google to determine what shows up (Clark and Roberts, 2010). Some networking sites enable user name searches on web search engines and make public accounts accessible. Numerous organizations have their own Facebook accounts, and based on the privacy controls and friends-of-friends ties, they might be able to see more than just the profile pages (Clark and Roberts, 2010). In this sense, according to what is displayed, a company can quickly form an impression of an individual’s personality in this manner.
Then, when companies see information on the internet that they deem inappropriate, there seem to be two main negative outcomes: the candidate is not hired, and existing employees are dismissed. Companies have admitted to basing decisions on information they obtain online, so it is known the former takes place (Clark and Roberts, 2010). Nevertheless, the majority of job candidates do not receive notification from the company that a poor choice was made for this rationale (Clark and Roberts, 2010). Instead, a candidate receives a generic letter saying that the position has already been filled or obtains no further word about the opening.
As a result, it seems that companies and social networking sites’ customers have different perspectives on the usage and value of the platforms. SNS users typically utilize them for social contact, however, businesses may use a website to learn more about a prospective candidate’s personality without the candidate ever realizing what material was taken into account (Clark and Roberts, 2010). SNSs act as an online version of a physical local meeting place where individuals can gather, discuss arrangements, and exchange information (Clark and Roberts, 2010). Internet discussions are recorded in the online meeting place, in contrast to traditional community spaces, where others might be voyeurs and listen in. Although the activities occurring in these meeting areas serve the same function, their permanence and the way employers view them are completely different.
Another point that benefits businesses, and only partly consumers, are the use of personal data via online software. Technological progress, such as the creation of online networks and the widespread use of portable devices to connect to the internet, has improved the amount and quality of information that businesses may obtain. This kind of private information might be viewed as a technology-processable fuel source that offers a competitive market advantage. For financial gain, businesses use this data to deliver targeted marketing, evaluate credit and loans, conduct medical research, and assess crimes (Mazurek and Małagocka, 2019). Customers can anticipate receiving gifts in exchange for their privacy, including cash, goods, time, companionship, and even affection (Mazurek and Małagocka, 2019). If it is clear to them what rewards they will receive and under what conditions the exchanges actually occur, people are eager to provide their data.
However, data gathering and analysis can be both beneficial and detrimental to clients. While the examination of personal data makes it easier to create targeted offers and promotions, it can have unfavorable effects. For instance, Target in 2012 tried to forecast which consumers would likely become parents in the near future and win their business before they assembled a filled nursery by aggregating transactions, browsing, and demographic details about existing clients (Mazurek and Małagocka, 2019). Customers who provided the most information were awarded a high initial pregnancy score that the retailer produced and were mailed coupons for infant products (Mazurek and Małagocka, 2019). In a recent incident, a female school student from Minneapolis acquired discounts for a crib and maternal wear (Mazurek and Małagocka, 2019). Her father was indignant and confronted the company’s administration for ‘encouraging’ his child to become a young mother (Mazurek and Małagocka, 2019). The parents called back another time after hearing an apology and learned that his daughter was, in fact, pregnant.
Lastly, the advent of online technology spurred companies to create alluring platforms or games. The emergence of digital technology has an effect on a wide range of market participants, and, in this case, customers are a clear example (Veleva and Tsvetanova, 2020). Many of the ethical challenges are entailed in the general appearance of the company platforms. The ethical issues are, perhaps, rooted in what people buy and how advertising shapes their identities. Recent research has started to look at how technology can limit the freedom of users or customers (Martin et al., 2019). For instance, a lot of mobile games and platforms are made to elicit a dopamine rush in consumers that keeps them coming back for more. Such a phenomenon is usually referred to as Technology Designed for Addiction (Martin et al., 2019). Games and social networking services encourage customers to demand positive feedback from connections to the point that their lives may be disturbed, similar to the high generated by gambling devices that have been developed for maximized addiction for a long time (Martin et al., 2019). Technology companies create a susceptible consumer by using obsessive design patterns. In this sense, addictive design threatens consumers’ autonomy by manipulating them and taking advantage of their tendencies.
Therefore, while there may be short-term benefits for consumers from using online platforms and software, there are still risks to the security of their personal data or privacy, and the business stands to earn the most from this. First, it is important to understand that social networking sites can be used to a company’s advantage and negatively affect potential employees and present ones. The exploitation of personal data via online software is another issue that helps businesses and only partially consumers. Last but not least, the development of web technology inspired companies to produce captivating platforms or games. Consumer autonomy is undermined by the fact that many mobile games and platforms are designed to provide players with a dopamine high that keeps them coming back for more.
Reference List
Clark, L.A. and Roberts, S.J. (2010) ‘Employer’s use of social networking sites: a socially irresponsible practice’. Journal of Business Ethics, 95(4), pp.507-525.
Martin, K., Shilton, K. and Smith, J. (2019) ‘Business and the ethical implications of technology: Introduction to the symposium’, Journal of Business Ethics, 160(2), pp.307-317.
Mazurek, G. and Małagocka, K. (2019) ‘What if you ask and they say yes? Consumers’ willingness to disclose personal data is stronger than you think’, Business Horizons, 62(6), pp.751-759.
Veleva, S.S. and Tsvetanova, A.I. (2020) ‘Characteristics of the digital marketing advantages and disadvantages’, IOP Conf. Series: Materials Science and Engineering, 940(1), pp.1-10.