Graduation Year


Date of Submission


Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Darren Filson

Terms of Use & License Information

Terms of Use for work posted in Scholarship@Claremont.

Rights Information

2020 Johnson L Victoria

OCLC Record Number



User-facing technology and social media companies rely on consumer data to fuel their core advertising businesses. As the Internet has expanded and evolved since its advent in 2001, so have the technologies used to collect, analyze, and predict personal information of internet users. Although firms risk harm to their reputation or penalty by privacy regulators if they take data surveillance measures too far, open access to user data is the main driver of effective and profitable advertising. Firms must strike a balance between user privacy protections and user data access. There lacks research to understand how each side of the privacy predicament relates to the value of a firm. This study is the first to examine and compare the effects of privacy enhancing and privacy detracting practices on firm value.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.