Cambridge Analytica: Magical Rise, Disastrous Fall

Raphael Bömelburg () and Oliver Gassmann ()
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Raphael Bömelburg: University of St. Gallen
Oliver Gassmann: University of St. Gallen

A chapter in Connected Business, 2021, pp 387-396 from Springer

Abstract: Abstract This article documents the rise and fall of Cambridge Analytica, one of the most controversially and frequently discussed companies in the political space. It showcases how the ingredients for its considerable impact both in the 2016 US presidential election and the Brexit referendum came together in the form of technological developments, the socio-political environment, and specific company assets, such as its proprietary dataset and microtargeting method. It further outlines the backlash in public opinion that ultimately brought about the company’s downfall. When Facebook CEO Mark Zuckerberg testified in front of the Congress the disposal of millions of accounts to Cambridge Analytica, the ploy was uncovered and led to the demise of the company, leading to a new era of data protection and renewed public mistrust toward data security.

Keywords: Cambridge Analytica; Micro-targeting; Persuasive technology; Psychological messaging; User data; Social media (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-76897-3_28

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DOI: 10.1007/978-3-030-76897-3_28

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