Study of Internet users' concerns about the use of their personal data in digital political marketing

Abstract

The widespread use of new information and communication technologies by political parties is renewing the challenges attached to the use of personal data in the political field.

 Several studies have been carried out in France and the United States, aimed at detecting Internet users' attitudes towards the use of personal data, which were carried out in a commercial context marked by paradoxical situations and attitudes of Internet users who appear sometimes reluctant and sometimes indifferent.

 In Morocco, the study of citizens' attitudes about privacy and the protection of personal data is still limited.  Therefore, the purpose of this contribution is to explore the attitudes of Internet users on this subject in the Moroccan context, to help political parties understand how Moroccans perceive the use of their personal data for political purposes, to considerably improve their commitment.

 The results of the analysis allow us to detect three dimensions which reflect the attitudes of Internet users who generally display a certain confidence in the use of personal data by political parties with a certain concern relating to the risks of leakage.

Keywords: Privacy- Personal data- Political marketing- Political parties

Classification JEL: M31

Paper type: Empirical Research