Research background: Electronic communication fundamentally influences social behavior of the society. An unlimited virtual connection to the outside world and the minimal costs needed to reach out to a particular subject cause personal contact to become of marginal importance. The starting point may be, in certain cases, the ability of a mobile device to provide interested parties with relatively accurate geographical data mapping the distribution of objects in space. Therefore, localization of individual participants in the communication process becomes a prerequisite for establishing a contact in the real world. Moreover, localization also serves as a tool for creating highly personalized messages based on a combination of geographical, demographic, psychographic and behavioral characteristics. Purpose of the article: The aim of the paper is to research the peculiarities associated with the localization of portable electronic devices in the space and the associated efforts to improve the level of personalized communication in line with the right timing of wireless distribution of advertising content to the recipient. Methods: In order to achieve the stated goal, the author made use of several research methods to research the use of localization technologies in software products supporting social interaction between users of portable electronic devices. In particular, the author used analytical, inductive, deductive and comparative research methods. The paper also contains the results of several scientific studies presenting the latest market trends reflecting on research from abroad. Findings & Value added: The paper contributes to the definition of the specifics that characterize the various types of localization technologies which convey information to the target audience within SoLoMo marketing.
Research background: The adoption of the GDPR Regulation prompted the introduction of a unified regulation on the protection of personal data and highlighted the need to implement security measures relating to information disseminated across businesses operating in several mainly European countries. In practice, the adopted internal standards at the group level are expected to be introduced to the internal environment of individual local subsidiaries. The need to take into account specificities of national legal systems, as well as a specific environment capable of creating a secondary response - a groundswell has also became important. The legal framework of privacy protection in relation to the confidentiality of information disclosed by employers thus represents a fundamental challenge for the interaction between global requirements and local legislation, taking into account the specific assumptions of the business entity concerned. Purpose of the article: The aim of the paper is to describe the range of problems and solutions regarding the process of introducing internal processes of business entities in terms of data security. Moreover, the paper also pays attention to personal data protection legislation. Methods: In an effort to achieve the set goal, the authors used analytical, inductive, deductive and comparative research methods in order to identify areas of problems in relation to intrusion into the privacy of individuals in the online environment and internal communication channels. By synthesising knowledge published in domestic and foreign literature it was possible to draw up the key terminology. Findings & Value added: The experience of the authors in setting up the internal environment of business entities with regard to the issues in question (personal data protection and security of information disclosed in connection with the decision-making power of national regulators) contributes to the knowledge in the given field.
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