Consumer Empowerment and Privacy: The Case of Morocco

With the development of big data, the confidentiality of Internet users is at stake, leading to a lack of trust and consequently reducing consumers’ willingness to make online transactions. Naturally, companies are looking for ways to reduce consumers’ privacy concerns in order to regain their trust. On the other hand, governments are seeking to protect these same consumers by implementing regulations governing the collection and processing of personal data. This study constitutes a comprehensive literature review exploring big data process and privacy concerns. It provides an insightful examination of corporate responsibilities and strategies aimed at mitigating user concerns. Furthermore, the study delves into the state-level efforts, particularly in Morocco, highlighting the measures and initiatives taken to preserve the privacy of its digital citizens amidst the evolving digital landscape.