Ethics of online reputation, personal brand and privacy in cloud computing: protection of users against the right to forget

Authors

  • Pedro R. Palos-Sanchez Universidad de Extremadura - UEX
  • Rafael Robina Ramírez Universidad de Extremadura - UEX https://orcid.org/0000-0001-8546-8195
  • Luis Manuel Cerdá Suárez Universidad Internacional de La Rioja – UNIR

DOI:

https://doi.org/10.5195/biblios.2018.428

Keywords:

Cloud computing, ethics, Court of Justice of the European Union, Online reputation, Right to forget, Transparency

Abstract

Objective. This article has as main objective to analyze the current situation and the future previsions that can have the lack of privacy in the cloud or cloud computing. Deleting personal data that indexes the Google binder, such as removing a photo from Facebook, deleting a link from an unfortunate news or erasing the past on the network can be a task that we feel impossible. Those who pursue objectives as diverse as those mentioned unanimously invoke the "right to forget" based on plausible motivations.

Method. This study has contrasted the views of stakeholders, lawyers and experts in online reputation and personal brand communication, to reach a series of conclusions of great utility for experts, managers and users in general.

Results. The results show the lack of legal protection and the responsibility of the search engines in the ethical and, in some cases, legal violation of these rights.

Conclusions. Privacy is going to become the main dilemma for search engines. This conclusion comes from the controversies and the numerous denunciations that point to both the origin of the information and the tool. Normally, the tool is the search engine, which provides general access to data that interested parties would prefer to delete or forget.

Author Biographies

Pedro R. Palos-Sanchez, Universidad de Extremadura - UEX

Doctor en Economía de la Empresa por la Universidad de Sevilla y Profesor Asociado de Investigación de Mercados en el Departamento de Dirección de Empresas y Sociología, impartiendo docencia en la Facultad de Empresa, Finanzas y Turismo de la Universidad de Extremadura. Sus principales intereses de investigación son Economía digital, Emprendimiento y Management, siendo sus líneas de investigación Marketing Digital y Sistemas de Información.

Rafael Robina Ramírez, Universidad de Extremadura - UEX

Doctor en Economía por la Universidad de Extremadura y Profesor de Administración de Empresas en el Departamento de Dirección de Empresas y Sociología, impartiendo docencia en la Facultad de Empresa, Finanzas y Turismo de la Universidad de Extremadura. Sus principales intereses de investigación son Ética para los negocios y el turismo.

Luis Manuel Cerdá Suárez, Universidad Internacional de La Rioja – UNIR

Doctor en Economía por la Universidad Autónoma de Madrid. Profesor de Marketing en la Universidad Internacional de La Rioja (España). Su investigación actual se centra en Marketing público y sin fines de lucro, en áreas diversas del marketing y la investigación de mercados, la innovación educativa, el comercio minorista y electrónico, los centros comerciales y la revitalización comercial urbana.

References

BÖHM, M., LEIMEISTER, S., RIEDL, C., Y KRCMAR, H. Cloud Computing– Outsourcing 2.0 or a new Business Model for IT Provisioning? Application management (pp. 31-56), 2011, Gabler.

BROWN, J.J. Y REINGEN, P.H. “Social ties and word-of-mouth referral behavior”, Journal of Consumer Research, Vol. 14, December, pp. 350-62, 1987.

CHATTERJEE, P. “Online reviews: do consumers use them”, in Gilly, M.C. and Meyers-Levy, J. (Eds), Advances in Consumer Research, Vol. 28, Association for Consumer Research, Valdosta, GA, pp. 129-33, 2001.

CHEN, Y. Y XIE, J. “Online consumer review: word-of-mouth as a new element of marketing communication mix”, Management Science, Vol. 54 No. 3, pp. 477-91, 2008.

COUTINHO, C. P. A qualidade da investigação educativa de natureza qualitativa: questões relativas à fidelidade e validade. Educação Unisinos, 12(1), 5-15, 2008.

DELLAROCAS, C. “Immunizing online reputation reporting systems against unfair ratings and discriminatory behaviour”, Proceedings of the 2nd ACM Conference on Electronic Commerce, Association for Computing Machinery, Minneapolis, MN, pp. 150-6, 2000.

FRANTZIOU E. Further Developments in the Right to be Forgotten: The European Court of Justice's Judgment in Case C-131/12, Google Spain, SL, Google Inc v Agencia Espanola de Proteccion de Datos. Human Rights Law Review; 14 (4): 761-777, 2014. doi: http://dx.doi.org/10.1093/hrlr/ngu033

GLASER, B.Y STRAUSS, A. The Discovery of Grounded Theory: Strategies for Qualitative Research. 1967, New York, Aldine.

GODES, D. Y MAYZLIN, D. “Using online conversations to study word-of-mouth communication”, Marketing Science, Vol. 23 No. 4, pp. 545-60, 2004.

GUPTA, P., SEETHARAMAN, A., Y RAJ, J. R. The usage and adoption of cloud computing by small and medium businesses. International Journal of Information Management, 33(5), 861-874, 2013.

LIAN, J. W., YEN, D. C., Y WANG, Y. T. An exploratory study to understand the critical factors affecting the decision to adopt cloud computing in Taiwan hospital. International Journal of Information Management, 34(1), 28-36, 2014.

MAYER-SCHÖNBERGER, V. Delete: The Virtue of Forgetting in the Digital Age, Princeton and Oxford 2, pp. 1-3, 2009.

MAYOR GÓMEZ, R. Contenido y Novedades del Reglamento General de Protección de Datos de la UE (Reglamento Ue 2016/679, De 27 De Abril De 2016). GABILEX, 6 Junta de Castilla La Mancha. 2016.

MITLIAGA, V. Z. Online privacy: Explaining the nature and special features of the right to seek protection. Journal of Information, Communication and Ethics in Society, 2(3), 159-167, 2004.

PALOS, P.R. Y CORREIA, M.B. La actitud de los recursos humanos de las organizaciones ante la complejidad de las aplicaciones SaaS. Dos Algarves: A Multidisciplinary e-Journal, 28, 87-103, 2016a. DOI: http://dx.doi.org/10.18089/DAMeJ.2016.28.6

PALOS, P.R. Y CORREIA, M.B. The Paradigm of the Cloud and Web Accessibility and its Consequences in Europe. Conference DSAI 2016, Vila Real, Portugal. Communications of ACM 978-1-4503-4748-8/16/12, 2016b. DOI: http://dx.doi.org/10.1145/3019943.3019995

PALOS, P. R., Y AGUAYO-CAMACHO, M. Los cambios organizacionales y la nube en el entorno turístico: estudio de caso. International Journal of World of Tourism, Vol. 3, Nº 5, 2016.

PALOS-SANCHEZ, P.; SAURA, J.R. The Effect of Internet Searches on Afforestation: The Case of a Green Search Engine. Forests 2018, 9, 51.

PARK, D.-H., LEE, J. Y HAN, I. “The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement”, International Journal of Electronic Commerce, Vol. 11 No. 4, pp. 125-48, 2007.

PUNCH, K. F. Introduction to Social Research. Quantitative & Qualitative Approaches. London, 1998, Sage Publications.

SAURA, J.R., PALOS, P, DEBASA NAVALPOTRO, F. El problema de la Reputación Online y Motores de Búsqueda: Derecho al Olvido. Cadernos de Dereito Actual 8, pp. 221-229

SILBERLEIB, L. (2016). El Derecho al olvido y la persistencia de la memoria. Información, cultura y sociedad, (35), 125-136, 2017.

STREICH, G W. Is There a Right to Forget? Historical Injustices, Race, Memory, and Identity, New Political Science, Vol. 24/4, pp. 525-542, 2002.

SULTAN, N. A. Reaching for the “cloud”: How SMEs can manage. International Journal of Information Management, 31(3), 272–278, 2011.

SWIS FEDERAL COURT, BGE 122 III 449, 1996.

SWISS FEDERAL COURT, BGE 70 II 127; to the right of surviving relatives being entitled to make a claim on behalf of the deceased person, see Swiss Federal Court, December 14, 1978, BGE 104 II 225, C. 5b, 1944.

SWISS FEDERAL COURT. 5C.156/2003, 2003.

WEBER, R. H. The Right to Be Forgotten: More Than a Pandora’s Box?, 2, 2011. JIPITEC 120.

WERRO, F. Y BELSER, E.M. Le droit à l’oubli et ses limites, medialex 1997, pp. 99 et seq.; for a detailed discussion see Mirjam Teitler, Der rechtskräftig verurteilte Straftäter und seine Persönlichkeitsrechte im Spannungsfeld zwischen öffentlichem Informationsinteresse, Persönlichkeitsschutz und Kommerz, Zurich 2008, pp. 29-98.

WERRO F. The Right to Inform v. the Right to be Forgotten: A Transatlantic Crash, in: Liability in the Third Millennium, Liber Amicorum Gert Brüggemeier, Baden-Baden, pp. 285 et seq, 2009.

WU, W. W., LAN, L. W., AND LEE, Y. T. Exploring decisive factors affecting an organization's SaaS adoption: A case study. International Journal of Information Management, 31(6), 556-563, 2011.

YOUSEFF, L., BUTRICO, M., AND DA SILVA, D. Toward a unified ontology of cloud computing. In Grid Computing Environments Workshop, 2008. GCE'08 (pp. 1-10). IEEE.

Published

2018-07-02

How to Cite

Palos-Sanchez, P. R., Robina Ramírez, R., & Cerdá Suárez, L. M. (2018). Ethics of online reputation, personal brand and privacy in cloud computing: protection of users against the right to forget. Biblios Journal of Librarianship and Information Science, (71), 17–31. https://doi.org/10.5195/biblios.2018.428

Issue

Section

Original