This study examines the business model of Meta called “Pay or OK”, a subscription modelthat offers users the choice to either consent to the use of Meta’s services and be subjected totargeted advertising or to use the service without personalized advertising for a fee. In the eraof digital transformation, where data has become a significant competitive advantage forlarge online platforms, the introduction of regulations like GDPR and DMA has beeninstrumental in protecting personal integrity and ensuring fair competition. This study utilizesqualitative and EU legal methods to analyze the “Pay or OK” business model from a legalperspective and also analyze if data could create competitive advantage for Meta,incorporating theories such as the resource-based view and the VRIO framework. The resultsof this study bring to the forefront the intriguing and contrasting opinions on the value ofpersonal data and the profound impact of regulations on the business landscape.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-533584 |
| Date | January 2024 |
| Creators | Petersdotter, Loovis, Eriksson Höglund, Julina |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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