The role of data privacy in marketing

This paper captures the current state of privacy scholarship in marketing and related disciplines. We examine theoretical perspectives and empirical findings about data and information privacy grouped according to privacy’s role in society, the psychology of privacy, and the economics of privacy. Al...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2017-03, Vol.45 (2), p.135-155
Main Authors: Martin, Kelly D., Murphy, Patrick E.
Format: Article
Language:English
Subjects:
Analysis
Big Data
Business and Management
Conceptual/Theoretical Paper
Consumers
Data security
Ethics
Marketing
Methods
Personal information
Privacy
Purchase intention
Regulation
Social Sciences
Studies
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Summary:This paper captures the current state of privacy scholarship in marketing and related disciplines. We examine theoretical perspectives and empirical findings about data and information privacy grouped according to privacy’s role in society, the psychology of privacy, and the economics of privacy. Although a coherent subset of research themes provide deep understanding, theoretical and empirical findings show this narrow focus also has constrained our view of privacy to consumer, organizational, ethical, or legal silos. In response, we take a necessary step toward expanding the privacy domain across these borders, emphasizing the compelling synergies that span multiple interests. We conclude by highlighting future research themes that embody a multidimensional approach, which blends the many interconnected concerns that feature in contemporary privacy questions in marketing. Since internal and external stakeholders are affected in multiple and potentially unforeseen ways by data privacy issues, additional work in this space remains critical and needed.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-016-0495-4