The role of data privacy in marketing

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• 作者：Kelly D. Martin ; Patrick E. Murphy
• 关键词：Privacy ; Big data ; Ethics ; Review article
• 刊名：Journal of the Academy of Marketing Science
• 出版年：2017
• 出版时间：March 2017
• 年：2017
• 卷：45
• 期：2
• 页码：135-155
• 全文大小：
• 刊物主题：Business and Management, general; Marketing; Social Sciences, general;
• 出版者：Springer US
• ISSN：1552-7824
• 卷排序：45

文摘

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.