In 2018, Meta (formerly Facebook) was indirectly involved in a scandal directly linked to Cambridge Analytica. With the help of tools (surveys in digital form) on the social network Facebook, Cambridge Analytica obtained the personal data of users in a suspicious way, which were used in favor of the promotion of the then American elections by the Republicans. The public have strongly reacted to the scandal, blaming Facebook for not doing enough to protect data that was handed over to a third party. In this master's thesis, we will analyze, with the help of scientific sources and the current data privacy policy, what changes have been implemented in the field of privacy policy communication and how these changes have been implemented from the point of view of marketing communication. We are interested in what the crisis communication of Meta (formerly Facebook) was like. For the analysis, we will take the time period 2018 – 2022, which represents the period from the beginning of the public debate regarding the privacy policy on Facebook until today. The central research presents a situational analysis of those who used the data, based on the principles of good marketing, which should always be open and for the benefit of people and users. A survey of people's perception of information privacy on social networks follows. We want to find an answer to the question of whether Meta as a company does enough in the direction of privacy policy. The basis for the analysis is therefore the marketing and crisis communication of the company Meta, followed by implications for the improvement of crisis communication and marketing in the direction of the privacy policy on the Meta's social network.
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