Skip to main content
main-content

Hint

Swipe to navigate through the articles of this issue

22-09-2016 | Conceptual/Theoretical Paper | Issue 2/2017

Journal of the Academy of Marketing Science 2/2017

The role of data privacy in marketing

Journal:
Journal of the Academy of Marketing Science > Issue 2/2017
Authors:
Kelly D. Martin, Patrick E. Murphy

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.

Please log in to get access to this content

Literature
About this article

Other articles of this Issue 2/2017

Journal of the Academy of Marketing Science 2/2017Go to the issue