Abstract
Biometric data application of innovative technology must be strictly regulated to provide a sufficient balance between personalization of marketing strategies and procedures for safeguarding personal consumer data rights. The research critiques the normalization of biometric data flow, it links to the current state of privacy in the realm and provides major limitations as well as critical research gaps. First, the inconsistency arising from achieving a delicate balance in using biometric data to ensure creative marketing while retaining both your privacy is explored deeply.
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