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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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Dey, S., & Kumar, S. (2024) · Journal of Organizational Computing and Electronic Commerce · doi:10.1080/10919392.2024.2398889 · Cited by 11
“Data privacy research postulates that the greater the controls in place to safeguard sensitive information, the greater the willingness to share (Martin and Murphy 2017).”
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An Empirical Investigation of the Effects of Individuality on Responses to Data Theft Crimes
Angelis, J. N., & Miller, J. C. (2020) · IEEE Transactions on Engineering Management · doi:10.1109/tem.2020.2974742 · Cited by 10
“Despite these major challenges, overall business-focused (as opposed to information systems) research into corporate performance after data breaches is limited [24].”
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Sharma, K., & Lulandala, E. E. (2021) · Global Business Review · doi:10.1177/09721509211007115 · Cited by 11
“In contrast, indulgent people are free and can take any decision to satisfy basic natural human desires (Martin & Murphy, 2016).”
Evaluating and Comparing the Usability of Privacy in WhatsApp, Twitter, and Snapchat
Albesher, A. S., & Alhussain, T. (2021) · International Journal of Advanced Computer Science and Applications · doi:10.14569/ijacsa.2021.0120829 · Cited by 10
“One example is the definition by Oxford English Dictionary (as cited in [8]) which defined privacy as the “state or condition of being free from being observed or disturbed by other people”.”
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“In fact, the company seeks to gain a competitive advantage by placing a large emphasis on privacy and protecting consumer information [19].”
BackgroundBleier, A. (2021) · SSRN Electronic Journal · doi:10.2139/ssrn.3980001 · Cited by 10
de Haan, E. (2023) · Journal of Interactive Marketing · doi:10.1177/10949968231180500 · Cited by 11
“In addition to removing ads, ad-blocking software provides other bene fi ts; for example, it can remove or reduce the amount of tracking cookies and spyware (Martin and Murphy 2017) and thus increase privacy and technical protection.”
BackgroundEnhancing Consumer Trust Through Transparent Data Practices and Ethical Data Management in Business
EL-Annan, S. H., & Hassoun, R. (2024) · Advances in logistics, operations, and management science book series · doi:10.4018/979-8-3693-8357-5.ch005 · Cited by 9
Ononiwu, M., Azonuche, T. I., & Enyejo, J. O. (2025) · doi:10.38124/ijisrt/25jun286 · Cited by 17
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“Consequently, data-driven digitalization in tourism and hospitality, which hinges on the presumed reliability of customer data, risks deviating from reality (Martin & Murphy, 2017).”
Privacy breach perceptions and litigation intentions: Evidence from e-commerce customers
Rejikumar, G., Gopikumar, V., Dinesh, S., Ajitha, A. A., & Jose, A. (2021) · IIMB Management Review · doi:10.1016/j.iimb.2021.11.001 · Cited by 12
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Exploring Coping Strategies of Transfer Students Joining Universities From Colleges
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“This echoes similar advice in social media marketing that companies must give customers control over their communications (Martin & Murphy, 2017) and that engagement with personalised content is only successful when customers feel in control of their data (Tucker, 2014).”
Online information privacy and price: A theoretical model and empirical tests
Wu, Z., & Luo, J. (2021) · Information & Management · doi:10.1016/j.im.2021.103583 · Cited by 12
Improving customer profit predictions with customer mindset metrics through multiple overimputation
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“The perceived value of customer information can lead to cybercrime, such as fraud, hacking of organizations databases to obtain customer information, unsolicited emails and ultimately customer privacy invasion (K. D. Martin & Murphy, 2017).”
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“…the extent to which such information is communicated, disclosed, or transferred to others (Martin & Murphy, 2017; Okazaki et al., 2009; Peltier et al., 2009; Roznowski, 2003 Song et al., 2021) and how this information is used (Bandara et al., 2020; Inman & Nikolova, 2017; Martin & Murphy, 2017).”
InfluentialHow and when does gamification level up mobile app effectiveness? Meta-analytics review
Barari, M. M. (2024) · Marketing Intelligence & Planning · doi:10.1108/mip-10-2023-0569 · Cited by 8
Sifaoui, A., & Segijn, C. M. (2024) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.2024.2419602 · Cited by 8
“Advertising that respects consumer privacy and preferences is more likely to be well-received and can help build brand loyalty (Martin and Murphy 2017).”
Stan, V., Baltas, G., & Pourot-Feenstra, F. (2024) · Information Technology and People · doi:10.1108/itp-09-2022-0678 · Cited by 11
Branding with purpose: corporate reputation, CSR, and SDGs in advertising
Foroudi, P., Tzempelikos, N., Melewar, T. C., & Dennis, C. (2025) · International Journal of Advertising · doi:10.1080/02650487.2025.2589688 · Cited by 8
“…Shabankareh et al. 2025), while digital ethics frameworks institutionalize fairness and accountability in line with emerging ai ethics principles (Martin and Murphy 2017; Marvi, Foroudi, and Cuomo 2025). online reviews and open data help build trust more transparently, allowing consumers to play…”
Functional or financial remedies? The effectiveness of recovery strategies after a data breach
Guo, Y., Wang, C., & Chen, X. (2023) · Journal of Enterprise Information Management · doi:10.1108/jeim-10-2022-0372 · Cited by 8
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Construction of an E-Commerce System Based on 5G and Internet of Things Technology
Jing, W. (2021) · International Journal of Information Systems and Supply Chain Management · doi:10.4018/ijisscm.287630 · Cited by 8
Designing an Ethical and Secure Pain Estimation System Using AI Sandbox for Contactless Healthcare
Khan, U. A., & Alamäki, A. V. (2023) · International Journal of Online and Biomedical Engineering (iJOE) · doi:10.3991/ijoe.v19i15.43663 · Cited by 8
Service security breaches: the impact of comparative optimism
Zhang, L., Wei, W., & Hua, N. (2020) · Service Industries Journal · doi:10.1080/02642069.2020.1861251 · Cited by 8
“These basic expectations are now a necessary condition for a strong customer relationship (Martin & Murphy, 2017).”
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Halaby, R., Rahi, K., & Azoury, A. N. (2023) · Preprints.org · doi:10.20944/preprints202306.0697.v1 · Cited by 8
Digital Davids, global Goliaths, and the Web3 sling
Gala, K. (2023) · Business Horizons · doi:10.1016/j.bushor.2023.06.002 · Cited by 10
“Trust exerts a growing influence in the digital economy because consumers and regulators are increasingly concerned about digital data ownership and privacy (Martin & Murphy, 2017).”
Si, L., & Liu, X. (2024) · Aslib Journal of Information Management · doi:10.1108/ajim-07-2023-0238 · Cited by 7
Consumer vulnerability: understanding transparency and control in the online environment
Waseem, D., Chen, S., Xia, Z., Rana, N. P., Potdar, B., & Tran, K. T. (2024) · Internet Research · doi:10.1108/intr-01-2023-0056 · Cited by 6
Decoding the Personalization-Privacy Paradox: From Thematic Scholarly Clusters to Practical Insights
Duralia, O. A., Ogrean, C., Țichindelean, M., & Țichindelean, M.-T. (2025) · Studies in Business and Economics · doi:10.2478/sbe-2025-0025 · Cited by 12
Qi, M., Abdullah, Z., Zhou, B., & Rahman, S. N. A. (2025) · Humanities and Social Sciences Communications · doi:10.1057/s41599-025-05884-8 · Cited by 7
“While studies highlight AI ’ s role in personalization (Davenport et al., 2020), gaps persist in understanding how algorithmic bias in targeting affects marginalized groups (Martin & Murphy, 2017) or how synthetic in fl u-encers reshape brand authenticity (Ki et al., 2023).”
THE IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING STRATEGIES IN FAST-PACED BUSINESS ENVIRONMENTS
Goel, A., & Kanwa, A. (2026) · ShodhPrabandhan Journal of Management Studies · doi:10.29121/shodhprabandhan.v3.i1.2026.83 · Cited by 6
Ethische Grenzen der Datennutzung im Marketing
Fabisch, N. (2020) · Springer eBooks · doi:10.1007/978-3-658-29995-8_13 · Cited by 7
The Past, Present, and Future of Sustainable Marketing
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Positive Liberty, Negative Liberty, and Marketing Regulations: A Holistic Analysis
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“…standards, marketing actions and their regulations should ensure ‘ no harm to others ’ , encourage just processes (i.e., procedural justice ), and conduce net non-negative societal payoffs (i.e., distributive justice ) when possible (Dunn 2017; Martin and Murphy 2017; Mill 2020; Rawls 1971).”
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“However, additional comprehensive research is required to examine patterns of online self-disclosure, especially concerning diverse privacy preferences and practices across various countries and cultures (Martin & Murphy, 2017 ).”
Swani, K., & Milne, G. R. (2022) · Journal of Interactive Marketing · doi:10.1177/10949968221087265 · Cited by 9
Perceived Innovativeness and Privacy Risk of Smart Toys in Brazil and Argentina
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“However, most such research has primarily focused on western cultures and not much research has studied data privacy issues among Brazil, Russia, India and China (BRIC) countries [24].”
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Gao, S.-W., & Zhou, C.-C. (2019) · Soft Computing - A Fusion of Foundations, Methodologies and Applications · doi:10.1007/s00500-019-04352-1 · Cited by 7
Measuring the effectiveness of technology-based marketing strategies from the consumer perspective
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“The need for studies to be conducted on the application of AI-technologies to marketing communications has also been pointed out by the Marketing Science Institute (MSI), where many of their research goals for 2018-2020 focused on AI in marketing (Martin & Murphy 2017).”
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Consumer Culture, Sub-cultures, and the Dynamics of the Contemporary Branding
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Consumer behavior analysis model based on machine learning
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“The literature [10] analyzed the macro and micro factors that affect consumers’ online buying behavior and establishes a consumer behavior model based on the theory of planned behavior in an e-commerce environment.”
The evaluation of challenges and impact of digitalisation on consumers in Singapore
Rangaswamy, E., Yong, W. S., & Joy, G. V. (2023) · International Journal of Systems Assurance Engineering and Management · doi:10.1007/s13198-023-02023-x · Cited by 7
“Individualisation—customisation tailored to customers needs (Riecken 2000) where digital data is combined with other customer data (Van Bommel et al. 2014) but must be properly managed to ensure privacy compliance (Van Doorn & Hoekstra 2013; Martin & Murphy 2017).”
A bibliometric and content analysis of marketing-finance interface research from 1986–2021
Liao, Q., Yang, L., & Lim, E. J. (2023) · Journal of Business & Finance Librarianship · doi:10.1080/08963568.2023.2263984 · Cited by 6
“In the digital age, data privacy and privacy failures are of great concern to consumers and have a significant impact on organizational outcomes (Martin & Murphy, 2017).”
BackgroundParadoxes Datenschutzverhalten
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The impact of technology risks and innovation on smart tourism destination management
Nieves-Pavón, S., López-Mosquera, N., & González, M. J. S. (2025) · Anatolia · doi:10.1080/13032917.2025.2540840 · Cited by 5
“For example, PPRs have been analysed in the adoption of cryptocurrencies (Radic et al., 2022), biometric systems (Lancelot Miltgen et al., 2013) and transactions in virtual environments (Martin & Murphy, 2017).”
Taylor, C. R., & Kim, E. A. (2025) · Journal of Interactive Advertising · doi:10.1080/15252019.2025.2556813 · Cited by 5
“Martin and Murphy (2017, p.135) note that multiple negative effects related to marketer access to personal data are of concern, including vulnerability to fraud, privacy invasions, unwanted marketing communications, and highly targeted, obtrusive marketing communications that disrupt the rhythm of…”
Kaman, K., & Deshmukh, A. K. (2025) · Journal of Consumer Behaviour · doi:10.1002/cb.70053 · Cited by 5
Shin, J. W. (2025) · Journalism and Media · doi:10.3390/journalmedia6040170 · Cited by 5
“Media organizations must design responsible personalization systems that prioritize consent, user control, and clear value propositions (Martin & Murphy, 2017; Awad & Krishnan, 2006).”
Sujood, Kumar, A. A., Singh, S., Srivastava, N., Srivastava, A., Jain, A., Ayaz, M., Solomon, P., & Kumar, A. (2026) · International Journal of Quality and Service Sciences · doi:10.1108/ijqss-08-2025-0220 · Cited by 8
Dienstleistungsmarketing Weiterdenken
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Neuroimaging insights into breaches of consumer privacy: Unveiling implicit brain mechanisms
Tan, W., & Lee, E. (2024) · Journal of Business Research · doi:10.1016/j.jbusres.2024.114815 · Cited by 6
Durans, A. D. A., & Mainardes, E. (2024) · International Journal of Bank Marketing · doi:10.1108/ijbm-04-2024-0243 · Cited by 4
Pavone, G., Meyer‐Waarden, L., & Munzel, A. (2024) · Recherche et Applications en Marketing (French Edition) · doi:10.1177/07673701241270105 · Cited by 6
“Les théories sur la protection de la vie privée (Malhotra et al., 2004 ; Mani et Chouk, 2019 ; Martin et Murphy, 2017) et les paradoxes de la technologie (Mick et Fournier, 1998) étudient les côtés sombres et éthiques des risques perçus des technologies basées sur l’IA (Letheren et al., 2020 ;…”
Perspectives of business process ethics in data‐driven marketing management
Shamsuzzoha, A., & Raappana, H. (2021) · Security and Privacy · doi:10.1002/spy2.177 · Cited by 5
“13-16 Martin and Murphy 17 have also studied the role of data privacy in marketing.”
BackgroundNON-SHARIAH COMPLIANCE OF ISLAMIC BANKS AND CUSTOMERS COMMITMENT: TRUST AS MEDIATOR
Usman, M. I., Pitchay, A. A., & Zahra, M. (2021) · Advanced International Journal of Banking Accounting and Finance · doi:10.35631/aijbaf.38003 · Cited by 5
The online website privacy disclosure behavior of users based on concerns-outcomes model
Weihong, X. I. E., & Zhang, Q. (2022) · Soft Computing · doi:10.1007/s00500-022-07369-1 · Cited by 5
“As argued by Martin and Murphy (2017), when there are obvious privacy issues, trust will promote users’ disclosure willingness, purchase behavior, advertising acceptance and other positive marketing results.”
BackgroundBlockchain as a Solution of Information Security and Data Privacy Issues: Review
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Yan, C., Yang, Z., & Dai, X. (2023) · International Journal of Bank Marketing · doi:10.1108/ijbm-06-2022-0271 · Cited by 5
The benefits of meeting buyer privacy expectations across information, time, and space dimensions
Swani, K., Milne, G. R., & Brown, B. P. (2023) · Industrial Marketing Management · doi:10.1016/j.indmarman.2023.04.013 · Cited by 5
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“The exchange of information is part of what is known as a social contract: individuals have something of value to others and both parties decide to engage in a mutually agreeable trade [65].”
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“Thus, the privacy paradox has also gained attention among academics (Barth et al., 2019) but the relationship and meaning of data-privacy concerns to preferences within the customer journey have been much less discussed (Martin & 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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