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The role of data privacy in marketing

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. 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

The role of data privacy in marketing

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References (118)

Publisher
Springer Journals
Copyright
Copyright © 2016 by Academy of Marketing Science
Subject
Business and Management; Business and Management, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-016-0495-4
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Sep 22, 2016

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