Selling God: Using Big Data to Target Vulnerable Individuals
Matthew C. Geiszler,
Fatima M. Hajjat,
John McKinley
Abstract:Over five decades ago, professors of marketing Philip Kotler and Sidney Levy advocated for expanding the use of marketing tools to benefit the nonprofit world. Today, nonprofits are extending this strategy by using big data analytics. Typically controversial in corporate America, nonprofits are using powerful technology to target vulnerable individuals and offer them services. This paper seeks to encourage conversation around this strategy and calls for research that investigates three main areas: the question… Show more
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