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The role of data privacy in marketing
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“the collection and utilization of consumer data by AI and analytical algorithms via social media give rise to serious issues regarding invasion of consumers' privacy, fraud, offensive or harmful marketing appeals, lack of transparency, information leakage and identity theft (Martin & Murphy, 2017).”
From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Martin & Murphy, 2017
In the citing paper
“Consumer concerns regarding data privacy, and their ability to trust brands and platforms are not new (for a review on data privacy see Martin and Murphy 2017).”
From The future of social media in marketing (2020) · cites this paper as Martin and Murphy 2017
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Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00696-0 · Cited by 2,875
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., et al. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102168 · Cited by 4,608
The future of social media in marketing
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00695-1 · Cited by 1,893
“Privacy concerns on social media Consumer concerns regarding data privacy, and their ability to trust brands and platforms are not new (for a review on data privacy see Martin and Murphy 2017).”
BackgroundConsumers and artificial intelligence: An experiential perspective
Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021) · Journal of Marketing · doi:10.1177/0022242920953847 · Cited by 1,547
“In doing so, for instance, companies could realize that their own view on privacy default settings might differ markedly from that of a vulnerable consumer group and adjust their processes accordingly (Martin and Murphy 2017).”
Review articles: purpose, process, and structure
Palmatier, R. W., Houston, M. B., & Hulland, J. (2018) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-017-0563-4 · Cited by 1,051
“Some scholars organize research by scholarly perspectives (e.g., the psychology of privacy, the economics of privacy; Martin and Murphy 2017); others classify the chosen articles by objective research aspects (e.g., empirical setting, research design, conceptual frameworks; Cleeren et al. 2017).”
BackgroundData Privacy: Effects on Customer and Firm Performance
Martin, K. D., Borah, A., & Palmatier, R. W. (2017) · Journal of Marketing · doi:10.1509/jm.15.0497 · Cited by 786
“Nobody can articulate what it means ” (Solove 2006, p. 476; for a comprehensive review of privacy literature in marketing, see also Martin and Murphy [2016]).”
Self-citationThe future of technology and marketing: a multidisciplinary perspective
Grewal, D., Hulland, J. S., Kopalle, P. K., & Karahanna, E. (2019) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00711-4 · Cited by 710
The Impact of Digital Transformation on the Retailing Value Chain
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Digital technologies: tensions in privacy and data
Quach, S., Thaichon, P., Martin, K. D., Weaven, S., & Palmatier, R. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-022-00845-y · Cited by 436
“Proactive permission strategy Among consumers who are more aware of privacy tensions and knowledgeable about digital privacy technologies, we note more sophisticated efforts to protect personal information (Martin et al., 2017).”
BackgroundSelf-citationCorporate digital responsibility
Lobschat, L., Mueller, B., Eggers, F., Brandimarte, L., Diefenbach, S., Kroschke, M., & Wirtz, J. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2019.10.006 · Cited by 573
User Perceptions of Smart Home IoT Privacy
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“There is an extensive literature on opinions and effectiveness of targeted advertisements, but none of these studies focus on IoT [26, 32, 45, 54].”
BackgroundLeveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective
Hermann, E. (2021) · Journal of Business Ethics · doi:10.1007/s10551-021-04843-y · Cited by 504
Steinhoff, L., Arli, D. I., Weaven, S. K., & Kozlenkova, I. V. (2018) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-018-0621-6 · Cited by 421
Mobile health technology adoption across generations: Narrowing the digital divide
Fox, G., & Connolly, R. (2018) · Information Systems Journal · doi:10.1111/isj.12179 · Cited by 344
Campbell, C., Plangger, K. A., Sands, S., & Kietzmann, J. (2021) · Journal of Advertising · doi:10.1080/00913367.2021.1909515 · Cited by 362
“Personalized manipulated ads may be costly in terms of triggering reactance (Brinson, Eastin, and Cicchirillo 2018) and privacy concerns (Martin and Murphy 2017; Okazaki et al. 2020) or feelings of vulnerability (Agurrie et al. 2015; Hill and Sharma 2020; Martin, Borah, and Palmatier 2017).”
BackgroundHulland, J. S., & Houston, M. B. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00721-7 · Cited by 343
Corporate digital responsibility in service firms and their ecosystems
Wirtz, J., Kunz, W. H., Hartley, N., & Tarbit, J. (2023) · Journal of Service Research · doi:10.1177/10946705221130467 · Cited by 291
“…not limited to, unwanted marketing communications, highly targeted advertising, surreptitious online tracking, ubiquitous surveillance, privacy failures such as data breaches, identity theft (e.g., Martin and Murphy 2017; Quach et al. 2022), and undisclosed commercialization of data (Martin 2015).”
BackgroundInfluentialTrust in blockchain-enabled exchanges: Future directions in blockchain marketing
Tan, T. M., & Saraniemi, S. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-022-00889-0 · Cited by 293
“…to connect with their customers more strongly than before, all promote the privacy policies of the companies, even as a potential differentiation tool (Martin & Murphy, 2017) and build a culture that prioritizes corporate digital responsibility (Lobschat et al., 2021; Rangaswamy et al., 2020).”
BackgroundInfluentialThree decades of research on loyalty programs: A literature review and future research agenda
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Bleier, A., Goldfarb, A., & Tucker, C. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.03.006 · Cited by 239
“Correspondingly, Martin and Murphy (2017) develop a set of best practices for firms to gain a competitive edge through good privacy practices.”
Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing
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“Customer privacy is central to this potential problem (Martin & Murphy 2017, Stewart 2017).”
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“Therefore, we assume that privacy concerns have a negative impact on trust in AI-based AV technologies (Martin and Murphy, 2017), and we hypothesize as follows: H8: Privacy concerns about an AV have a negative effect on trust in AV technology.”
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“While the marketing literature has primarily focused on consumer concerns regarding data privacy (Martin & Murphy, 2017; Martin et al., 2017; Thomaz et al., 2020 ), we highlight a major concern for firms: sharing proprietary knowledge poses the risk of diminishing the scarcity of a firm’s…”
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“Big data analytics had been extensively used in the various domains such as smart city (O¨berg and Graham 2016; Srai et al. 2016), supply chain management (Hahn and Packowski 2015), tourism demand forecasting (Li et al. 2017), privacy (Martin and Murphy 2017) and auditing (Yoon et al. 2015).”
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“Drawing from these insights, healthcare organizations can identify ways of using privacy protection as a means of building trust and enabling differentiation from competition (Martin et al. 2017).”
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“, 2014), There are a consensus in Islamic banks in defining trust as honesty, confidence, integrity and trustworthiness (Amin et al., 2013; Jamshidi et al., 2015; Martin and Murphy, 2017; Sumaedi et al., 2015; Tsarenko and Tojib, 2009; Tyler et al., 2007; Ullah et al., 2016; Wahyudi, 2014).”
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“individual, business, and society [25], [40].”
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“Consumers have the fundamental urge to live up to their full potential, “the desire to become more and more what one is, to become everything that one is capable of becoming” (Maslow 1943, p. 383).”
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“While some contributions have focused on big data ’ s use in operational marketing (Erevelles et al., 2016; Martin and Murphy, 2017), its application in strategic marketing has received much less attention (Quinn et al., 2016), although some studies have examined its contribution to marketing…”
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Edeling, A., Srinivasan, S., & Hanssens, D. M. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.09.005 · Cited by 136
“Data privacy is an evolving field in digital marketing research (Martin & Murphy, 2017).”
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The state of marketing analytics in research and practice
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Self-citationIm Spannungsfeld zwischen Sicherheit und Freiheit
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“…it is crucial to avoid excessive tracking and surveillance of vulnerable consumers (Andrew & Baker, 2021; König et al., 2020) to prevent customer data vulnerability (Martin & Murphy, 2017), especially when dealing with sensitive and “special category” data like biometric or health information.”
The personalization–privacy paradox in the attention economy
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“In the context of online social exchanges, social exchange theory has also been extensively employed to study personalization in online settings (Martin & Murphy, 2017).”
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Self-citation40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis
Belli, A., O’Rourke, A.-M., Carrillat, F. A., Pupovac, L., Melnyk, V., & Napolova, E. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00804-z · Cited by 132
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Service crisis recovery and firm performance: insights from information breach announcements
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“Third, this recovery effort should have a positive impact on perceived procedural justice(2) (Johnston and Michel 2008; Martin and Murphy 2016), which is defined as the appropriateness of the policies and practices that a firm puts in place to serve its stakeholders (Tax et al.”
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“” Data protection policy describes the way in which businesses exercise ownership of and power over customer data, and how they protect their use of customer data (Lwin et al., 2007; Martin and Murphy, 2017; Xu et al., 2012).”
BackgroundInfluentialDrivers of privacy concerns when interacting with a chatbot in a customer service encounter
Bouhia, M., Rajaobelina, L., Tep, S. P., Arcand, M., & Ricard, L. (2022) · International Journal of Bank Marketing · doi:10.1108/ijbm-09-2021-0442 · Cited by 94
The personalization–privacy paradox at the nexus of social exchange and construal level theories
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“…of Management, Germany (email: erik.maier@hhl.de). the notice versus choice debate (Acquisti, Brandimarte, and Loewenstein 2015; Martin 2016, 2018; Martin and Murphy 2017; Milne and Bahl 2010; Ohlhausen 2014; U.S. Federal Trade Commission 2010), we therefore make the novel suggestion that power…”
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Data Privacy in Retail: Navigating Tensions and Directing Future Research
Martin, K. D., & Palmatier, R. W. (2020) · Journal of Retailing · doi:10.1016/j.jretai.2020.10.002 · Cited by 75
Self-citationChen, X., Sun, J., & Liu, H. (2022) · Journal of Consumer Behaviour · doi:10.1002/cb.1947 · Cited by 77
Artificial Intelligence-Based Cybersecurity for the Metaverse: Research Challenges and Opportunities
Awadallah, A., Eledlebi, K., Zemerly, M. J., Puthal, D., Damiani, E., Taha, K., Kim, T., Yoo, P. D., Choo, K. R., Yim, M., et al. (2024) · IEEE Communications Surveys & Tutorials · doi:10.1109/comst.2024.3442475 · Cited by 85
“The privacy concerns of the metaverse discussed in this paper focus on data sensitivity and theft, as well as the anonymity of avatars. a) Sensitive data collection and tracking: In the current Web, organizations have access to user data for marketing purposes [132].”
Zhang, Z., Wu, H., Zhang, Y., Hu, S., Pan, Y., & Feng, Y. (2024) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2024.123712 · Cited by 72
User self-disclosure on social network sites: A cross-cultural study on Facebook’s privacy concepts
Oghazi, P., Schultheiss, R., Chirumalla, K., Kalmer, N. P., & Rad, F. F. (2019) · Journal of Business Research · doi:10.1016/j.jbusres.2019.12.006 · Cited by 78
Kozinets, R. V. (2021) · Journal of service management · doi:10.1108/josm-07-2021-0263 · Cited by 90
Unveiling the Mind of the Machine
Clegg, M., Hofstetter, R., de Bellis, E., & Schmitt, B. H. (2023) · Journal of Consumer Research · doi:10.1093/jcr/ucad075 · Cited by 75
Ekinci, Y., Dam, S., & Buckle, G. E. (2025) · Psychology and Marketing · doi:10.1002/mar.22173 · Cited by 114
Are iPhones Really Better for Privacy? A Comparative Study of iOS and Android Apps
Kollnig, K., Shuba, A., Binns, R., Kleek, M. G. V., & Shadbolt, N. (2022) · Proceedings on Privacy Enhancing Technologies · doi:10.2478/popets-2022-0033 · Cited by 105
“Of the two, Apple has arguably placed a larger emphasis on privacy, seeking to gain a competitive advantage by appealing to privacy-concerned consumers [49].”
BackgroundMarkos, E., Labrecque, L. I., & Milne, G. R. (2018) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2018.01.004 · Cited by 68
Key, T. M., Clark, T. W., Ferrell, O. C., Stewart, D. W., & PITT, L. F. (2020) · AMS Review · doi:10.1007/s13162-020-00176-7 · Cited by 68
When and how consumers are willing to exchange data with retailers: An exploratory segmentation
Pallant, J. I., Pallant, J. L., Sands, S., Ferraro, C., & Afifi, E. (2021) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2021.102774 · Cited by 62
Han, W., Li, X., Zhu, W., Lu, R., & Zu, X. (2024) · Technology in Society · doi:10.1016/j.techsoc.2024.102536 · Cited by 78
Xie, W., & Karan, K. (2019) · Journal of Interactive Advertising · doi:10.1080/15252019.2019.1651681 · Cited by 64
“Big data are increasingly available due to customers ’ mobile purchasing activities on mobile apps, scanners at checkouts, and interactions on mobile devices, where all actions can be easily recorded (Martin and Murphy 2017).”
BackgroundAI on the street: Context-dependent responses to artificial intelligence
Dorotić, M., Stagno, E., & Warlop, L. (2023) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2023.08.010 · Cited by 72
Privacy Literacy: From Theory to Practice
Wissinger, C. L. (2017) · Communications in Information Literacy · doi:10.15760/comminfolit.2017.11.2.9 · Cited by 61
“With this escalation, the protection of private information in an online environment has become the responsibility of users (Willis, 2014; Martin & Murphy, 2017).”
BackgroundEffects of data breaches from user-generated content: A corporate reputation analysis
Confente, I., Siciliano, G. G., Gaudenzi, B., & Eickhoff, M. (2019) · European Management Journal · doi:10.1016/j.emj.2019.01.007 · Cited by 67
Metadata
- Authors
- Martin, K. D., & Murphy, P. E.
- Affiliations
- Colorado State University (US)
- University of Notre Dame (US)
- Corresponding author
- Martin, Kelly D.
- ORCID
- Martin, Kelly D.
- Venue
- Journal of the Academy of Marketing Science
- Published
- 2016-09-22
- Volume
- 45
- Issue
- 2
- Pages
- 135-155
- ISSN
- 0092-0703 (ISSN-L)
- 1552-7824
- OpenAlex
- W2521701804
- Semantic Scholar
- 0c0d9a7f8061ce76a83d14a7c78387569847d56b
- Cited by
- 902
- References
- 105
- Citations by year
- 2026: 196 · 2025: 162 · 2024: 116 · 2023: 90 · 2022: 89 · 2021: 83 · 2020: 79 · 2019: 46 · 2018: 25 · 2017: 13 · 2016: 3
- FWCI
- 82.92
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of the Academy of Marketing Science (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Physical Sciences › Computer Science › Artificial Intelligence › Privacy-Preserving Technologies in Data
- Keywords
- data privacy, marketing, economics of privacy, consumer privacy, privacy ethics, privacy law, stakeholder impact
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