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 both regulatory interventions and people’s own privacy-protective behaviors. With a comprehensive analy...

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Vydané v:Journal of the Academy of Marketing Science Ročník 50; číslo 6; s. 1299 - 1323
Hlavní autori: Quach, Sara, Thaichon, Park, Martin, Kelly D., Weaven, Scott, Palmatier, Robert W.
Médium: Journal Article
Jazyk:English
Vydavateľské údaje: New York Springer US 01.11.2022
Springer
Springer Nature B.V
Predmet:
Business and Management
Consumer protection
Customer relations
Data integrity
Digital technology
Evaluation
Laws, regulations and rules
Marketing
Original Empirical Research
Privacy
Privacy, Right of
Social Sciences
Australia
Privacy
Internet of things
Privacy regulation
Structuration theory
Data sharing
Social media
Data monetization
Big data
Digital technology
Artificial intelligence
ISSN:0092-0703, 1552-7824
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Shrnutí:Driven by data proliferation, digital technologies have transformed the marketing landscape. In parallel, significant privacy concerns have shaken consumer–firm relationships, prompting changes in both regulatory interventions and people’s own privacy-protective behaviors. With a comprehensive analysis of digital technologies and data strategy informed by structuration theory and privacy literature, the authors consider privacy tensions as the product of firm–consumer interactions, facilitated by digital technologies. This perspective in turn implies distinct consumer, regulatory, and firm responses related to data protection. By consolidating various perspectives, the authors propose three tenets and seven propositions, supported by interview insights from senior managers and consumer informants, that create a foundation for understanding the digital technology implications for firm performance in contexts marked by growing privacy worries and legal ramifications. On the basis of this conceptual framework, they also propose a data strategy typology across two main strategic functions of digital technologies: data monetization and data sharing. The result is four distinct types of firms, which engage in disparate behaviors in the broader ecosystem pertaining to privacy issues. This article also provides directions for research, according to a synthesis of findings from both academic and practical perspectives.
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ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-022-00845-y