PUBLIC PERCEPTION OF PRIVACY IN BIG DATA: A STUDY OF CONSUMER AWARENESS AND CONCERNS

• Muhammad Sohail Asghar

  Assistant Professor of Law, University of Okara, Punjab, Pakistan.

The exponential growth of big data technologies has led to significant advancements across various industries. However, these advancements also raise critical concerns about the privacy of individuals' personal data. This study examines public perceptions regarding privacy in big data, focusing on consumer awareness and concerns. By analyzing surveys and interviews from diverse demographics, this research highlights the degree of privacy awareness, the level of concern among consumers, and the ethical implications of data collection practices. The findings underscore the need for improved transparency, better consumer education, and more robust regulatory frameworks to address these growing privacy concerns. This paper also provides insights into the role of technology, such as differential privacy and data anonymization, in mitigating privacy risks.

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