Case summary:
Customers are noticed that many companies try to collect the data from the social networking sites. Customers realized that, they were trading their private information for getting the convenience of social logins.
Social logins give users to log in or sign up on app by using their accounts on social medias like Social Media F and Social Media T. Social Media F is the largest social networking site with 1.3 billion users and 680 million mobile users and holds more than half of the online logins and 60 percent of mobile logins.
Social Media F login allows the users to use their login credentials instead of creating a new separate login for each apps and sites. The other players in social network login is Social Media T, Social Media L and Social Media G+. Social Media F gathers all the information relating to users and behavior all give better sell advertising.
To discuss: Criticism of consumer privacy and the way it addresses the issue and think that it will hurt the competitive advantage.
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Principles of Marketing (16th Edition)
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