RELG-356: Business Ethics

Document Type

Student Paper

Publication Date



Business Analytics | Business and Corporate Communications | Business Intelligence | Business Law, Public Responsibility, and Ethics | Communication Technology and New Media | Political Economy | Social Influence and Political Communication | Social Media

Description, Abstract, or Artist's Statement

Consumers need to understand the risks and consequences of sharing their lives with the world. For data analysts, even if you can create and implement a model, should you? This research paper discusses Cambridge Analytica’s methods using predictive analytics and Facebook to influence the 2016 US Presidential Election. Through examining the firm as a whole, key people involved in the scandal, methods of data collection, and Facebook’s role, the ethical boundaries of big data, predictive analytics, and data privacy are analyzed. Three perspectives were discussed in regards to ethical disparity: Cambridge Analytica, Facebook, and the consumers. Overall, this research exposes that while Cambridge Analytica and Facebook take direct blame, this scandal should serve as a “wake-up call” for consumers.


1st Place Winner, 2020

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.