<![CDATA[Indeed, in the era of digital transformation, few people will be surprised to say that strategic use of the big data is practically one of the key mechanisms that define the way consumers act and influence the market tendencies. The paper discusses the way businesses collect, review and use consumer information to launch personal appeal, exploit marketing chances and anticipate buying habits. The study finds its ground on the empirical research and industry reports to find the symbiotic relationship between data-driven decision-making and response which is given by the consumers. It proceeds to consider the question of privacy, transparency and informed consent in data collection. These findings signify that along with the big data providing businesses with a nonparallel glimpse of what the marketplace will be like in the future, it also brings about changes in the expectations of the consumers and the conventional paradigm of marketing will have to be revisited. The current article will be of value to academicians, practitioners and policy-makers concerned with the interplay of technology and consumer behaviour, as it represents a study into the current higher level of academic interest in the subject of data ethics.]]>
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