Broadening marketing’s contribution to data privacy

Excerpt

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 solutions to this important issue. Martin and Murphy’s (2017) multi-dimensional classification of scholarship related to consumer, organizational, ethical, and legal domains is an excellent review of contributions. The assumption from this multi-dimensional approach is that we may have identified the most important data privacy issues in marketing. While marketing scholarship has contributed to understanding that advances managerial decisions and public policy, there are dimensions that have not been addressed in existing research. Unfortunately, organizations and consumers cannot control the data privacy environment through ethical conduct, and the legal environment often fails to stop data piracy. Cybercrime, such as identity theft and online fraud, is a major concern of the Federal Trade Commission (FTC). …