Chapter 4: Misuse of Personal Data: Exploring the Privacy Paradox in the Age of Big Data Analytics

This chapter explores young individuals’ attitude toward protection of personal data. Specifically, the discussion focuses on the General Data Protection Regulation (GDPR) and the introduction of a property right over personal data. To this end, a total of 10 in-depth interviews were conducted with both Albanian and Italian college students. Transcribed data from the interviews were analyzed through thematic analysis. Four main themes emerged from the interviews: (i) distrust toward the way personal data are used online, (ii) no change in behavior after the introduction of GDPR, (iii) limited knowledge regarding terms and conditions of websites, and (iv) individual desire for more control over his/her data. In light of the research findings, the present contribution highlights that, despite the GDPR enhances individuals’ data protection and rights, there is an intention–behavior gap that has been labeled in the literature as “privacy paradox.” Furthermore, findings reveal that treating personal data as a property right has pros and cons.