Consumer Privacy in the Digital Era

In this digital era, it is nearly impossible for consumers to go about their daily lives without leaving a trail of digital footprints for companies to track. This datafication and ongoing surveillance enable marketing interventions based on preferences, interests, demographics, past behavior, taste of others, and online engagements like comments, likes, reviews, digital footprints, and ratings to be carried out ( Horppu, 2023 ; Horppu & Närvänen, 2024 ; Lupton, 2020 ; Kitchin, 2014 ; Sörum & Fuentes, 2023 ). But it does not end here; digital footprints include geolocation, social interactions, uploaded images, health data (i.e., self-tracking), leisure activities (i.e., streaming), and of course, consumption practices (i.e., browsing history, online purchases, and content consumption).