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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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Steinhoff, L., & Martin, K. D. (2022) · Journal of Service Research · doi:10.1177/10946705221141925 · Cited by 25
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“Second, as customers are increasingly concerned about their privacy (Krafft et al., 2017; Martin & Murphy, 2017), future research should also investigate how information trans-parency – signalling cues giving customers information about data collection and use (Awad & Krishnan, 2006)—can help…”
BackgroundChen, S., Tamilmani, K., Tran, K. T., Waseem, D., & Weerakkody, V. (2022) · Industrial Marketing Management · doi:10.1016/j.indmarman.2022.08.020 · Cited by 28
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“…privacy concerns and behavioral intentions is not paradoxical but, rather, has not been comprehensively understood in a holistic and context-contingent manner, which could provide logical explanations for this seemingly inconsistent behavior, also described in studies by Martin and Murphy [59].”
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“The embeddedness of social support to explain the disclosure of private information was less examined in the literature (Martin and Murphy 2017).”
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“The importance of data privacy and protection cannot be overstated in the context of digital marketing [36].”
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“Technologies such as federated learning and differential privacy could be introduced to ensure data privacy while enabling effective data utilization (Rieke et al., 2020; Martin & Murphy, 2017).”
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“Martin and Murphy (2017) portrayed the ethical and legal dimensions of analytics in terms of data privacy, level of usage and sharing, and access nature.”
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“Companies may sell information to third parties for a profit without their consent, exposing them to highly targeted and obtrusive marketing communications, 26 such as unsolicited commercial e-mail and unwanted pop-up advertisements.”
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“The privacy concern in the consumer domain has become an inevitable and important issue in the virtual environment (Ashforth and Mael, 1989; Martin and Murphy, 2017).”
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“The internet also allows companies to strengthen their relationships with customers by allowing for true connectivity, customer-specific and situational personalization, and real-time adjustments of the firm’s offerings (Martin & Murphy, 2017).”
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“One emerging topic that was not discussed previously is privacy in marketing (Martin and Murphy, 2016).”
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“Privacy concern represents individuals ’ beliefs, attitudes and perceptions about their privacy (Martin & Murphy, 2017).”
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“And, sophisticated AI algorithms are used to obtain insights into consumer behaviour in order to grasp current patterns and stand high among competitors [4].”
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“This allows us to capture the current state of knowledge as well as the areas that require further exploration in this domain Martin & Murphy [4] .”
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“…• Non-financial incentives may also somewhat positively affect the decision unless they are not seen as annoying or privacy-intrusive (e.g., Martin & Murphy, 2017) (Rzepakowski & Jaroszewicz, 2012), a multiclass transformation (Olaya et al., 2020), and meta-learners for multiple treatments…”
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“These techniques also raise concerns about data privacy and contextual integrity [13,36,37].”
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“…noted companies that prioritize and effectively communicate their commitment to user privacy can gain a stronger competitive position in the market [82, 105, 133], our research underscores the heightened influence and critical significance of privacy as a competitive factor in the new post-Roe…”
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“Privacy theories (Malhotra et al., 2004; Mani and Chouk, 2019; Martin and Murphy, 2017) and Paradoxes of Technology (Mick and Fournier, 1998) investigate the dark and ethical sides of perceived risks of AI-based technologies (Letheren et al., 2020; Puntoni et al., 2021; Steinhoff and Martin, 2023).”
Looking Back to Move Forward: A Bibliometric Analysis of Consumer Privacy Research
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“A high level of perceived privacy protection increases trust in an online vendor (Tang et al., 2008), which raises one’s willingness to disclose personal information (H. Li et al., 2010), resulting in higher e-purchase intentions (Martin & Murphy, 2017).”
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“Paid advertising—especially when hyper-targeted—raises concerns around consumer manipulation and attention exploitation (Martin & Murphy, 2017). sMes should therefore minimise reliance on intrusive strategies and invest in content that resonates with their community’s values and interests.”
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“Such opacity creates a “data fiduciary” dilemma: firms profit from behavioral prediction, while consumers struggle to exercise informed consent or meaningful control (Martin & Murphy, 2017).”
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“A third line of literature, sometimes labeled as the “economy of privacy,” has examined privacy failure and firm performance (see a recent review in Martin & Murphy, 2017).”
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“This view that privacy can be traded as a commodity implies that consumers should be able to use their data and create value with it 64 The popularity of this view has increased as sharing personal data is considered a part of contemporary life.”
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“Within consumer research, the topic has frequently been the subject of attention (Martin and Murphy, 2017); however, the focal point of interest has been on the micro-economics or psychology of privacy (Martin and Murphy, 2017; Stewart, 2017), with studies focusing on the measurement of behavioural…”
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“Users should be able to manage the frequency and contexts for receiving ads, especially that user autonomy in managing ad preferences is related to trust and satisfaction [53].”
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“Recent studies explore the impact of privacy policies and data breaches on user trust and engagement (Martin & Murphy, 2017).”
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“With digital advertising being so vital in reaching prospects, marketers are concerned that consumer engagement in their ads is tempered by a wariness about its intrusiveness and privacy, leading to an inherent distrust of such ads [63, 76].”
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“This technological transformation generates new opportunities for firms to increase efficiency and deliver tailored customer experiences, yet it also raises pressing questions about trust, transparency, and ethical responsibility (Awad & Krishnan, 2006; Martin & Murphy, 2017; Ameen et al., 2021).”
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“While passive data collection is attractive to users due to the minimal effort required, it does come with increased privacy concerns—particularly as the sale of user location data for marketing purposes has become commonplace [43-47].”
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Customer Privacy Concerns and Privacy Protective Responses
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Accumulative Poisoning Attacks on Real-time DataPreprint
Pang, T., Yang, X. H., Dong, Y., Su, H., & Zhu, J. (2021) · arXiv (Cornell University) · doi:10.48550/arxiv.2106.09993 · Cited by 14
“While previous efforts primarily focus on protecting the privacy of personal/client data [42, 44, 55], much less attention is paid to defend the integrity of the shared online or federated models.”
BackgroundDynamics of Personalization: Transforming Consumer Preferences in the E-commerce Landscape
Al-Ahmed, H., Alshaketheep, K., Mansour, A., AlHamad, A., Alshurideh, M., Zeer, I. A., & Deeb, A. (2025) · Studies in systems, decision and control · doi:10.1007/978-3-031-95280-7_55 · Cited by 10
Personalized Advertising Design Based on Automatic Analysis of an Individual’s Appearance
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Developing a data breach protection capability framework in retailing
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“Empirical fi ndings consistently support the notion that the perceived effectiveness of the legal and regulatory framework in place for protecting privacy reduces individuals ’ privacy concerns and increases their trust in companies (see Beke, Eggers, and Verhoef 2018; Martin and Murphy 2017).”
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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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