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An ethical issues and distrust are pervasive in big data era. The largest data leaks in the social media's history were the controversy of Facebook data breach to unauthorised parties. Big data are useful for business to analyse large sets of heterogeneous data effectively. Because big data is seemingly accessible does not make it ethical for business in converting them into profits without users' concern. Big data needs ethical foundation that cannot be simplified just because data is accessible especially through social media. The objective of this study is to examine how the phenomenon of big data could affect the issues of ethics in business organisations. Then, it analyses the ethical challenges of big data in business for gain business value and competitive advantage. The study was a case study to analyse ethical challenges for organisation in deploying big data initiatives. This paper is basically a case study analysis. Qualitative approach was used to carry out this research where secondary data was retrieved from various credible journals and articles that are relevant to the issue discussed.
Anshari et al. (Wed,) studied this question.