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DESCRIPTION: Seminar Title: Algorithmic identity- understanding consumer vu
 lnerability \n\n Abstract: The digital has transformed identity formation\
 , requiring new frameworks to understand how online selves are constructed
  and perceived. Algorithms play a pivotal role in shaping these identities
 \, offering personalization and convenience while raising concerns about p
 rivacy\, authenticity\, and fairness (Wei &amp\; Geiger\, 2025). This pape
 r draws on a multi-year study exploring how individuals interpret their al
 gorithmic identity through online profiling. \n\n Digital identities are b
 uilt from social media profiles\, behavioral data\, and interactions\, whi
 ch are tracked to deliver personalized content and advertising (Kerrigan &
 amp\; Hart\, 2016). Cheney-Lippold (2011) introduced the concept of “alg
 orithmic identity\,” where algorithms infer identity categories from dat
 a\, enabling measurable classifications such as gender or class. Airoldi a
 nd Rokka (2022) describe “algorithmic consumer culture\,” contrasting 
 optimistic views of digital freedom with critical perspectives warning of 
 exploitation through profiling and surveillance (Zuboff\, 2019\; Darmody &
 amp\; Zwick\, 2020). Puntoni et al. (2020) note that accurate algorithmic 
 classification can make consumers feel understood\, while errors lead to f
 eelings of misunderstanding. Our research examines consumer vulnerability 
 from a temporal perspective and proposes a typology to guide ethical algor
 ithmic profiling. \n\n Two studies inform our findings. First\, twenty hea
 vy social media users documented targeted ads and posts over two weeks\, s
 toring screenshots on Pinterest and discussing their experiences in interv
 iews. Results show that while algorithms engage with aspirational selves\,
  they fail to capture humor\, unconventional language\, and\nindividuality
 . Despite claims of personalization\, aggregation dominates\, reinforcing 
 heteronormative assumptions based on fixed identity markers like age and g
 ender. A second study recruited sixteen participants who did not conform t
 o social norms of age or gender. Interviews revealed persistent stereotypi
 ng despite personalization efforts. Five themes emerged: social media as a
  mirror\, passive acceptance of algorithmic identity\, risks of sharing\, 
 heteronormative assumptions\, and coping strategies. \n\n While prior rese
 arch highlights harm from misclassification\, our findings demonstrate tha
 t accurate profiling can also have negative effects. These insights unders
 core the need for greater sensitivity and filtering in algorithmic marketi
 ng to minimize harm. We conclude with guidelines to support ethical practi
 ces. \n\n Bio: Finola Kerrigan is Professor of Marketing at Birmingham Bus
 iness School\, where she has recently finished a term as Deputy Dean\, and
  8 months as Interim Dean. She has previously held leadership roles such a
 s the Director of the Fashion Business Research Centre at University of th
 e Arts London\, Research Environment Lead at Birmingham Business School an
 d Head of the Department of Marketing\, Birmingham Business School. She ha
 s published her research in a range of international journals such as the 
 Academy of Management Journal\, Journal of Consumer Research\, Journal of 
 Business Ethics\, and International Journal of Research in Marketing. She 
 is the co-editor in chief of Marketing Theory. Drawing on a range of quali
 tative and\ncreative research methods\, Finola has researched subjects on 
 branding\, digital identity\, ethics and the incorporation of new technolo
 gies into marketing\npractice and how this impacts consumers. With a speci
 fic focus on researching the cultural and creative industries\, Finola cen
 tres the arts both in terms of arts-based methods and as a context for her
  research. As well as her academic research\, which has been funded by the
  ESRC\, EPSCR\, British Academy and a range of charitable organisations\, 
 Finola has completed several industry research projects in collaboration w
 ith public bodies and commercial companies and is a trustee of Jasmine Var
 dimon Company. \n\n Note: Tea\, coffee\, and sandwiches will be provided i
 n front of Café Jolt (Lower Ground Floor) at 12 pm. \n\n Photographs will
  be taken during this seminar and may be shared on social media. If you do
  not wish to appear\, please notify tbs.research@tcd.ie. \n
LAST-MODIFIED:20251201T080840
LOCATION:Room 436 & via Zoom
ORGANIZER:mailto:TBS.Research@tcd.ie
SUMMARY:Research Seminar: Professor Finola Kerrigan
URL;VALUE=URI:https://ti.to/trinity-business-school/research-seminar-finola
 -kerrigan
URL;VALUE=URI:https://ti.to/trinity-business-school/research-seminar-finola
 -kerrigan
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