Digital marketing regulations

AuthorRamona-Mihaela Urziceanu - Valentina-Simona Pascalau
PositionAgora University, No. 8 Tineretului, Oradea, Romania - Agora University, No. 8 Tineretului, Oradea, Romania;
AGORA International Journal of Juridical Sciences,
ISSN 1843-570X, E-ISSN 2067-7677
No. 1 (2019), pp. 25- 30
Agora University, No. 8 Tineretului, Oradea, Romania
Agora University, No. 8 Tineretului, Oradea, Romania;
The General Data Protection Regulation (GDPR) is a European law which grants
rights regarding an individual’s personal data. Having been adopted in April 2016, its
enforcement became effective as of 25th May 2018.
This article aims to highlight who should do this, what exactly they should do and how
to do it. Learn about the scope of GDPR in digital marketing, the definition of a personal data
breach, the rights of data subjects, incident response under GDPR and more.
KEYWORDS: digital marketing, relational marketing, online advertising, consumer
rights, GDPR
Over the last two decades, we have witnessed a true explosion of marketing r esearch
with regard to the impact of the Internet and of related technologies on consumers and on the
way in which markets oper ate. The increase in the level of knowledge held by consumers,
access to information, and instant communication are also factor s that result in an almost
total transparency of companies’ offerings at global level. The developments observed in the
marketing literature regard the emphasis placed on the analysis of internet surfing
behaviours nd the peculiarities of computer-mediated environments (CME) (MacInnis, 2011
Yadav, 2010).2
The concept of “digital marketing” is different from the concept of “marketing”
(American Marketing Association), being considered not as a subcategory of classical
marketing, but a s a separate branch. There ar e four key interactions in the digital
environment: consumer-company interactions, company-consumer interactions, consumer-
consumer interactions, and company-company interactions (Yadav & Pavlou 2014)3. The
research of consumer-company interactions focuses on consumer behaviour in the context of
interacting with companies in the digital environment. Research on company-consumer
interactions focuses on the strategies a nd tactics of companies that interact with consumers in
the digital environment.
1 MacInnis , D. J. , (2011) , A Framework for Conceptual Contr ibutions in Mar keting , Journal of Marketing
2 Yadav M.S., (2010) , Mar keting in Computer-Mediated Environments: Research Synthesis and New Directions
, Journal of Marketing
3 Yadav, M.S., Pavlou, P.A. , (2014), Marketing in Computer-Mediated Environments: Research Synthesis and
New Directions , Journal of Marketing

To continue reading

Request your trial

VLEX uses login cookies to provide you with a better browsing experience. If you click on 'Accept' or continue browsing this site we consider that you accept our cookie policy. ACCEPT