DOI: 10.24251/hicss.2018.217
View full text

Abstract: Targeted social media advertising based on psychometric user profiling has emerged as an effective way of reaching individuals who are predisposed to accept and be persuaded by the advertising message. In the political realm, the use of psychometrics appears to have been used to spread both information and misinformation through social media in recent elections in the U.S. and Europe, partially resulting in the current, public debate about 'fake news'. This paper questions the ethics of these methods, both in …

expand abstract