International Journal of Multidisciplinary Research in Science, Engineering and Technology

The researchers explored how IT Professionals describe innovative strategies to monetize data in the context of data privacy in the United States. The overarching research question was: How do IT Professionals describe the risks and benefits of innovative strategies to monetize data in the context of data privacy? The theoretical foundation was Laufer and Wolfe's privacy calculus theory. The sample comprised IT professionals from data privacy groups (IAPP), LinkedIn, and Facebook who reside in the United States. Data collection for this qualitative descriptive design included a demographic questionnaire, semi-structured interviews, and focus groups. Data analysis included descriptive statistics, thematic analysis, and a description of the phenomenon. The researchers identified six key themes. The Data Security and Breach Prevention, Emerging Data Collection Technologies, Preventing Emerging Threats to Consumer Data Privacy, Responsible Data Monetization, Data Privacy Control, and Data Consent and Transparency.