If you used an app like WeChat, what information would you be comfortable having tied to your

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If you used an app like WeChat, what information would you be comfortable having tied to your identity? What information would you prefer not be tracked? What is the trade-off between convenience and privacy?

WeChat, an app in China, offers its users a “one-stop shop” for features. Users can chat, shop, form new social connections, order and pay for food, make payments, identify crowded locations, make investments, and make doctor’s appointments—among other things—all without leaving the app. As a result, WeChat collects large amounts of valuable data about its consumers and their habits that it monetizes by selling advertising. Companies in China are required to share this information with the government, which has a history of human rights violations. Technology companies in the United States aim to develop similar capabilities in order to keep people engaged and gather volumes of valuable data, which may be one reason Facebook moved to allow users of Facebook Messenger, Instagram, and WhatsApp messengers to communicate across platforms. While consumers value the convenience and personalized offers they gain by letting WeChat gather data, there are concerns about privacy intrusions and other entities that can access the data.

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Principles Of Marketing

ISBN: 9781292341132

18th Edition

Authors: Philip Kotler, Gary Armstrong

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