Percepción del consumidor sobre el uso de la información personal en las redes-sociales en línea.

In marketing, social networks are used to collect information about users' preferences and tastes, which is used to influence the consumer. Platforms provide information security and users expect proper use. The goal was to determine consumers' perception of the use of their personal information on online social media. The methodology was qualitative with grounded theory through interviews and theoretical sample. The results showed that users admit that they do not read the privacy terms and conditions of the platforms but accept them knowing that their information may be used. It is concluded that users perceive a value when obtaining personalized ads but express a negative sense of the security of their personal information, which is surpassed by the benefits offered by social networks when browsing with the intention of purchasing. [ABSTRACT FROM AUTHOR]