The role of data privacy in marketing
Volume: 45, Issue: 2, Pages: 135 - 155
Published: Sep 22, 2016
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...
Paper Details
Title
The role of data privacy in marketing
Published Date
Sep 22, 2016
Volume
45
Issue
2
Pages
135 - 155
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