The role of data privacy in marketing

  title={The role of data privacy in marketing},
  author={Kelly D. Martin and Patrick E. Murphy},
  journal={Journal of the Academy of Marketing Science},
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… 
The Economics of Privacy
The increasing digitalization of the economy and advances in data processing have drawn economists' attention to the role of personal data in markets. The economics of privacy aims to analyze how
Broadening marketing’s contribution to data privacy
Data privacy is one of the most important issues facing marketing today. Providing knowledge on the current state of privacy scholarship is an effective starting point to advance understanding and
Localizing the Politics of Privacy in Communication and Media Research
While previous communication and media research has largely focused on either studying privacy as personal boundary management or made efforts to investigate the structural (legal or economic)
Data Privacy in Retail
Analyzing the analytics: data privacy concerns
It is essential to analyze digital data privacy to build trust through sound business practices in data analytics and to improve marketing activities, and research shows that proper and transparent privacy policies lead to higher consumer fairness perceptions and distributive justice.
Consumer Privacy and the Future of Data-Based Innovation and Marketing
Abstract Digitization makes it easier for firms to build their innovation and marketing efforts around consumers' personal data. In this research, we employ a privacy perspective based on contextual
Digital technologies: tensions in privacy and data
Driven by data proliferation, digital technologies have transformed the marketing landscape. In parallel, significant privacy concerns have shaken consumer–firm relationships, prompting changes in
Impact of Unmet Privacy Expectations Across Information, Time, and Space: Evidence from Four Countries
Globally, consumers and firms are negotiating rising privacy expectations. This article advances research by developing a multidimensional privacy measure that captures the idea of privacy as an


Marketing Dataveillance and Digital Privacy: Using Theories of Justice to Understand Consumers’ Online Privacy Concerns
Technology used in online marketing has advanced to a state where collection, enhancement and aggregation of information are instantaneous. This proliferation of customer information focused
Information Privacy: Corporate Management and National Regulation
It is found that a country's regulatory approach to the corporate management of information privacy is affected by its cultural values and by individuals' information privacy concerns, and that the self-regulatory model of privacy governance may not be sustainable over the long term.
Consumer online privacy concerns and responses: a power–responsibility equilibrium perspective
We use the Power–Responsibility Equilibrium (PRE) framework and advance that consumers balance perceived deficits in privacy protection by power holders (businesses and regulators) with defensive
Information Privacy: Measuring Individuals' Concerns About Organizational Practices
An instrument that identifies and measures the primary dimensions of individuals' concers about organizational information privacy practices, and was rigorously tested and validated across several heterogenous populations, providing a high degree of confidence in the scales' validity, reliability, and generalizability.
How Ethics Can Enhance Organizational Privacy: Lessons from the ChoicePoint and TJX Data Breaches
This paper uses two high-profile data breaches experienced by two U.S. companies, ChoicePoint and TJX, to illustrate the arguments for enhancing organizational level privacy programs based on ethical reasoning and makes recommendations for ways organizations can improve their privacy programs by incorporating moral responsibility.
Consumer Privacy: Balancing Economic and Justice Considerations
Consumer privacy is at the center of an ongoing debate among business leaders, privacy activists, and government officials. Although corporations face competitive pressures to collect and use
In Defense of Data: Information and the Costs of Privacy
The commercial use of information on the Internet has produced substantial benefits for consumers. But, as the use of information online has increased, so have concerns about privacy. In this paper
Shifts in Privacy Concerns
This paper explores how digitization and the associated use of customer data have affected the evolution of consumer privacy concerns. We measure privacy concerns by reluctance to disclose income in
The impact of compensation on information ownership and privacy control
Purpose – The question over who “owns” and controls consumer data on the internet is emerging as an important issue as individuals increasingly share more of their personal information with marketers
Dimensions of Privacy Concern among Online Consumers
The Federal Trade Commission (FTC) is one of many organizations studying influences on consumer privacy online. The authors investigate these influences, taking into consideration the current body of