Consumer Data Privacy on User-Created Content – Designing Consumer Personas to Privacy Concern

Khyati Jagani () and Sanjuktha Vikram
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Khyati Jagani: FLAME University
Sanjuktha Vikram: FLAME University

A chapter in Marketing in the Digital Age, 2026, pp 243-263 from Springer

Abstract: Abstract Changes in usage of user-created content for AI training has become a critical concern. Users negotiate their privacy with the benefit of being able to use social media sites for free, creating a privacy paradox. Therefore, this study aims to develop unique consumer personas for different user decisions regarding the content used for AI training. The authors aim to answer two key questions in the study: First, what are the different criteria and factors of decision-making regarding user attitude towards privacy concerns and behaviour towards personal data and user-created content being used for AI training? Second, what are the unique personas identified through this decision-making process? The study identified five consumer personas namely, The Professional, The Top Brass, The Influencer, The Advocate, and The Normative User.

Keywords: Artificial intelligence; Ethics; User persona; Consumer data privacy; User-created content (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-6509-2_11

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DOI: 10.1007/978-981-95-6509-2_11

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