DOI: 10.5176/2251-2098_EMG17.27

Authors: Kevin Koyce

Abstract:  The purpose of this research, is to critically evaluate the modern phenomenon of big data in the context of industry use, the end user and future legal implications. The need to conduct such research, was borne out of the ambiguity that currently exists within the field. The area of big data is primarily viewed and examined as a standalone concept and from a technical perspective. Due to its growing relevance and use in the modern world, it was deemed necessary to understand how companies use it, where the data is being sourced and what impact does this have on the end user. The paper considers each area across three common themes; key concepts, environmental factors and an author’s analysis which puts forward an individual conceptual framework for each section. The findings of the research purport that big data needs to introduce an added layer of validation before its output is implemented. Furthermore, there a number of future legal considerations set out under EU Regulation 2016/679 that must be considered and implemented by all companies that collect user sensitive data. It was also discovered that at present, there are concerns relating to the level of privacy that end users have and whether informed consent is being effectively practiced. In the event that the new EU regulations do not address such concerns, there may be a need to incorporate new sanctions. A final discovery originating from the analysis of social media user data is that a unique relationship exists between big data and nostalgia.

Keywords: Big data, data mining, privacy, data validation, social media, informed consent, GDPR

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