Data Privacy: Effects on Customer and Firm Performance
Abstract
Although marketers increasingly rely on customer data, firms have little insight into the ramifications of such data use and do not know how to prevent negative effects. Data management efforts may heighten customers’ vulnerability worries or create real vulnerability. Using a conceptual framework grounded in gossip theory, the authors link customer vulnerability to negative performance effects. Three studies show that transparency and control in firms’ data management practices can suppress the negative effects of customer data vulnerability. Experimental manipulations reveal that mere access to personal data inflates feelings of violation and reduces trust. An event study of data security breaches affecting 414 public companies also confirms negative effects, as well as spillover vulnerabilities from rival firms’ breaches, on firm performance. Severity of the breach hurts the focal firm but helps the rival firm, which provides some insight into mixed findings in prior research. Finally, a field study with actual customers of 15 companies across three industries demonstrates consistent effects across four types of customer data vulnerability and confirms that violation and trust mediate the effects of data vulnerabilities on outcomes.
Integrity signals
Registry
Cites
Statistics
Claims the paper makes
Claims other papers make about this one
Each is checked against this paper’s own text: does it say what the citing paper says it does?
If emails feel invasive, customer trust can drop, and poor data practices can harm a brand's reputation, making transparency in data usage essential for long-term success.
“Privacy concerns also play significant role; if emails feel invasive, customer trust can drop and poor data practices can harm brand's reputation, making transparency in data usage essential for long-term success (Acquisti & Gross, 2006;Martin et al., 2017).”
From Feeling Watched: A Phenomenological Exploration of Consumer Discomfort and Data Privacy Concerns in E-Commerce Personalized Email Marketing (2025) · cites this paper as Martin et al., 2017
Cites
Preacher, K. J., & Hayes, A. F. (2008) · Behavior Research Methods · doi:10.3758/brm.40.3.879 · Cited by 34,117 · see citing works
The need to belong: Desire for interpersonal attachments as a fundamental human motivation.
Baumeister, R. F., & Leary, M. R. (1995) · Psychological Bulletin · doi:10.1037//0033-2909.117.3.497 · Cited by 23,245 · see citing works
CAPITAL ASSET PRICES: A THEORY OF MARKET EQUILIBRIUM UNDER CONDITIONS OF RISK*
Sharpe, W. F. (1964) · The Journal of Finance · doi:10.1111/j.1540-6261.1964.tb02865.x · Cited by 19,441 · see citing works
Specification Tests in Econometrics
Hausman, J. A. (1978) · Econometrica · doi:10.2307/1913827 · Cited by 18,820 · see citing works
Williams, K. D. (2007) · Annual Review of Psychology · doi:10.1146/annurev.psych.58.110405.085641 · Cited by 1,828 · see citing works
Solove, D. J. (2006) · University of Pennsylvania Law Review · doi:10.2307/40041279 · Cited by 1,388 · see citing works
The role of data privacy in marketing
Martin, K. D., & Murphy, P. E. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0495-4 · Cited by 902 · cited 1× · see citing works
“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-citationBuilding Understanding of the Domain of Consumer Vulnerability
Baker, S. M., Gentry, J. W., & Rittenburg, T. L. (2005) · Journal of Macromarketing · doi:10.1177/0276146705280622 · Cited by 895 · see citing works
Intimate Exchanges: Using Computers to Elicit Self-Disclosure from Consumers
Moon, Y. (2000) · Journal of Consumer Research · doi:10.1086/209566 · Cited by 842 · see citing works
Social Networks, Personalized Advertising, and Privacy Controls
Tucker, C. E. (2014) · Journal of Marketing Research · doi:10.1509/jmr.10.0355 · Cited by 829 · see citing works
Research on Gossip: Taxonomy, Methods, and Future Directions
Foster, E. K. (2004) · Review of General Psychology · doi:10.1037/1089-2680.8.2.78 · Cited by 671 · cited 2× · see citing works
“Gossip theory describes how people respond to the unsanctioned collection, use, or disclosure of their personal information (Dunbar 2004; Foster 2004), and we consider it germane for understanding how customers respond when fi rms collect and use their personal data.”
Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty
Palmatier, R. W., Scheer, L. K., & Steenkamp, J.-B. E. M. (2007) · Journal of Marketing Research · doi:10.1509/jmkr.44.2.185 · Cited by 555 · see citing works
Self-citationConsumer online privacy: Legal and ethical issues
Caudill, E. M., & Murphy, P. E. (2000) · Journal of Public Policy & Marketing · doi:10.1509/jppm.19.1.7.16951 · Cited by 382 · see citing works
When Will a Brand Scandal Spill Over, and how Should Competitors Respond?
Roehm, M. L., & Tybout, A. M. (2006) · Journal of Marketing Research · doi:10.1509/jmkr.43.3.366 · Cited by 380 · cited 1× · see citing works
“Customers often shift from a fi rm experiencing a brand crisis, and the switch ultimately may be permanent (Roehm and Tybout 2006).”
Flagged first, then by citations
Cited by
Sorted by citations
How artificial intelligence will change the future of marketing
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 · see citing works
The digital transformation of innovation and entrepreneurship: Progress, challenges and key themes
Nambisan, S., Wright, M., & Feldman, M. (2019) · Research Policy · doi:10.1016/j.respol.2019.03.018 · Cited by 3,089 · see citing works
“, social media as a surveillance tool, lack of trust in media and democratic institutions) (e.g., Allcott and Gentzkow, 2017; Grinberg et al., 2019; Martin, 2018; Martin et al., 2017; Trottier, 2016).”
BackgroundThe 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 · see citing works
“…privacy (e.g., Aguirre et al. 2015; White et al. 2008), the relationship of privacy as it relates to consumer trust and firm performance (e.g., Martin 2018; Martin et al. 2017), and the legal and ethical aspects of data and digital privacy (e.g., Culnan and Williams 2009; Nill and Aalberts 2014).”
BackgroundThe role of data privacy in marketing
Martin, K. D., & Murphy, P. E. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0495-4 · Cited by 902 · see citing works
“In a third example, Martin et al. (2016) pair two consumer-focused investigations of company data management perceptions with a third, parallel study of firms ’ actual data management following a security breach.”
BackgroundInfluentialSelf-citationCustomer experience challenges: Bringing together digital, physical and social realms
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018) · Journal of Service Management · doi:10.1108/josm-04-2018-0113 · Cited by 849 · see citing works
“B ol to n A t 0 8: 23 2 0 Se pt em be r 20 18 ( PT ) offset their perceptions of vulnerability (Martin et al., 2017, p. 36).”
BackgroundHilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-017-0541-x · Cited by 693 · see citing works
“Perceptions of risk and vulnerability are associated with data privacy (Martin et al. 2017) and could interfere with the”
BackgroundInfluentialAn Emerging Theory of Avatar Marketing
Miao, F., Kozlenkova, I. V., Wang, H., Xie, T., & Palmatier, R. W. (2022) · Journal of Marketing · doi:10.1177/0022242921996646 · Cited by 688 · see citing works
Self-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 · see citing works
“…employees), and • Marketing scholars focus on balancing organizational data needs and customer responses (Lwin et al., 2007) and on organizational privacy failures, such as reputation risks related to hacking, data leaks, surveillance, profiling, and micro-targeting (e.g., Martin et al., 2017).”
BackgroundKirk, C. P., & Rifkin, L. S. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.05.028 · Cited by 684 · see citing works
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 · see citing works
“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-citationParadoxes of artificial intelligence in consumer markets: Ethical challenges and opportunities
Du, S., & Xie, C. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.08.024 · Cited by 610 · see citing works
Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries
Swaminathan, V., Sorescu, A., Steenkamp, J., O'Guinn, T. C., & Schmitt, B. H. (2020) · Journal of Marketing · doi:10.1177/0022242919899905 · Cited by 379 · see citing works
“…become a resource, understanding the implications of privacy concerns for brands and the tradeoffs inherent in achieving greater personalization through data versus ensuring data privacy is a topic that needs greater research attention (Aguirre et al. 2016; Martin, Borah, and Palmatier 2017).”
BackgroundSteinhoff, 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 · see citing works
Cappa, F., Oriani, R., Peruffo, E., & McCarthy, I. P. (2020) · Journal of Product Innovation Management · doi:10.1111/jpim.12545 · Cited by 323 · see citing works
Frontline Service Technology infusion: conceptual archetypes and future research directions
Keyser, A. D., Köcher, S., Alkire, L., Verbeeck, C., & Kandampully, J. A. (2019) · Journal of service management · doi:10.1108/josm-03-2018-0082 · Cited by 404 · see citing works
“Given the importance of cyber-security and the negative effects of data breaches (Martin et al. , 2017), blockchain systems might prove a valuable investment to gain customer confidence in the organization.”
BackgroundEvolution of Consumption: A Psychological Ownership Framework
Morewedge, C. K., Monga, A., Palmatier, R. W., Shu, S. B., & Small, D. A. (2020) · Journal of Marketing · doi:10.1177/0022242920957007 · Cited by 354 · see citing works
“The frequency and scope of data breaches and ransomware attacks are additional salient reminders of the impermanence of personal data, even when firms prioritize privacy (Martin, Borah, and Palmatier 2017).”
BackgroundSelf-citationCorporate 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 · see citing works
“In particular, this ecosystem perspective shows that data and insights lead to lucrative value creation opportunities that are unrelated to the service delivered on the front end (c.f. Andrew and Baker 2021; Beke, Eggers, and Verhoef 2018; Martin, Borah, and Palmatier 2017).”
BackgroundInfluentialBrill, T. M., Munoz, L., & Miller, R. J. (2019) · Journal of Marketing Management · doi:10.1080/0267257x.2019.1687571 · Cited by 291 · see citing works
How artificial intelligence will affect the future of retailing
Guha, A., Grewal, D., Kopalle, P. K., Haenlein, M., Schneider, M. J., Jung, H., Moustafa, R., Hegde, D. R., & Hawkins, G. (2021) · Journal of Retailing · doi:10.1016/j.jretai.2021.01.005 · Cited by 365 · see citing works
The digital marketing capabilities gap
Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020) · Industrial Marketing Management · doi:10.1016/j.indmarman.2020.07.022 · Cited by 383 · see citing works
“However, this work has been transcended given ubiquitous computing in B2B markets (e.g., with IoT technologies) and more recent investigations on data privacy in B2C settings (Martin, Borah, & Palmatier, 2017), industrial marketing research is needed that addresses this important topic.”
BackgroundCampbell, C., Plangger, K. A., Sands, S., & Kietzmann, J. (2021) · Journal of Advertising · doi:10.1080/00913367.2021.1909515 · Cited by 361 · see citing works
Marketing Agility: The Concept, Antecedents, and a Research Agenda
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2020) · Journal of Marketing · doi:10.1177/0022242920952760 · Cited by 345 · see citing works
“The financial impact of data breaches is severe (Martin, Borah, and Palmatier 2017).”
BackgroundBig data and dynamic capabilities: a bibliometric analysis and systematic literature review
Rialti, R., Marzi, G., Ciappei, C., & Busso, D. (2019) · Management Decision · doi:10.1108/md-07-2018-0821 · Cited by 337 · see citing works
“Akter et al. (2016), Wamba et al. (2017) and Martin et al. (2017) pointed out how such insights may empower managers to take decisions that increase organizational efficiency in the supply and production processes.”
BackgroundSecrets and Likes: The Drive for Privacy and the Difficulty of Achieving It in the Digital Age
Acquisti, A., Brandimarte, L., & Loewenstein, G. F. (2020) · Journal of Consumer Psychology · doi:10.1002/jcpy.1191 · Cited by 297 · see citing works
“For instance, they reduce customers’ feeling of emotional violation and distrust in cases where personal data shared with firms are subject to vulnerabilities (Martin et al., 2017).”
BackgroundKopalle, P. K., Gangwar, M., Kaplan, A., Ramachandran, D., Reinartz, W., & Rindfleisch, A. (2021) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2021.11.002 · Cited by 323 · see citing works
Big Data Analytics: A Review on Theoretical Contributions and Tools Used in Literature
Grover, P., & Kar, A. K. (2017) · Global Journal of Flexible Systems Management · doi:10.1007/s40171-017-0159-3 · Cited by 219 · see citing works
“2017; Martin and Murphy 2017) which are leading to lowering the trust of the consumers in the firm (Martin et al. 2017).”
Supply chain transparency: A bibliometric review and research agenda
Montecchi, M., Plangger, K. A., & West, D. (2021) · International Journal of Production Economics · doi:10.1016/j.ijpe.2021.108152 · Cited by 253 · see citing works
Retailing and retailing research in the age of big data analytics
Dekimpe, M. G. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2019.09.001 · Cited by 202 · see citing works
Digital Analytics: Modeling for Insights and New Methods
Gupta, S., Leszkiewicz, A., Kumar, V., Bijmolt, T. H. A., & Potapov, D. B. (2020) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2020.04.003 · Cited by 277 · see citing works
“18 Martin, Borah, and Palmatier (2017) show that such incidents negatively affect consumers' attitudes and companies' financial outcomes.”
BackgroundThe Effect of a Data Breach Announcement on Customer Behavior: Evidence from a Multichannel Retailer
Janakiraman, R., Lim, J. H., & Rishika, R. (2017) · Journal of Marketing · doi:10.1509/jm.16.0124 · Cited by 223 · see citing works
“While studies in marketing (e.g., Martin, Borah, and Palmatier 2017) and other fields such as information systems (e.g., Cavusoglu, Mishra, and Raghunathan 2004) have focused on how Wall Street responds to DBAs, no study to our knowledge (perhaps due to data challenges that we described previously)…”
BackgroundResultInfluentialUysal, E., Alavi, S., & Bezençon, V. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-022-00856-9 · Cited by 182 · see citing works
“We define AI empowerment as the consumers’ perception of their own ability to handle the decision-making processes that are related to the use of AIAs and the use of personal data collected by AIAs (Martin et al., 2017; Van Dyke et al., 2007).”
MethodMeyer‐Waarden, L., & Cloarec, J. (2021) · Technovation · doi:10.1016/j.technovation.2021.102348 · Cited by 202 · see citing works
Generative AI in innovation and marketing processes: A roadmap of research opportunities
Cillo, P., & Rubera, G. (2024) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-024-01044-7 · Cited by 219 · see citing works
“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…”
Behavioural intention to use autonomous vehicles: Systematic review and empirical extension
Keszey, T. (2020) · Transportation Research Part C Emerging Technologies · doi:10.1016/j.trc.2020.102732 · Cited by 172 · see citing works
Emerging technologies and analytics for a new era of value-centered marketing in healthcare
Agarwal, R., Dugas, M., Gao, G. (., & Kannan, P. K. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00692-4 · Cited by 175 · see citing works
“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).”
BackgroundThe penalty for privacy violations: How privacy violations impact trust online
Martin, K. E. (2017) · Journal of Business Research · doi:10.1016/j.jbusres.2017.08.034 · Cited by 178 · see citing works
Self-citationRelational selling: Past, present and future
Arli, D., Bauer, C., & Palmatier, R. (2017) · Industrial Marketing Management · doi:10.1016/j.indmarman.2017.07.018 · Cited by 156 · see citing works
Self-citationPermission Marketing and Privacy Concerns — Why Do Customers (Not) Grant Permissions?
Krafft, M., Arden, C. M., & Verhoef, P. C. (2017) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2017.03.001 · Cited by 171 · see citing works
Cybersecurity awareness and market valuations
Berkman, H., Jona, J., Lee, G., & Soderstrom, N. S. (2018) · Journal of Accounting and Public Policy · doi:10.1016/j.jaccpubpol.2018.10.003 · Cited by 146 · see citing works
The future of buyer–seller interactions: a conceptual framework and research agenda
Ahearne, M., Atefi, Y., Lam, S. K., & Pourmasoudi, M. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00803-0 · Cited by 161 · see citing works
International Market Entry Strategies: Relational, Digital, and Hybrid Approaches
Watson, G. F., Weaven, S. K., Perkins, H., Sardana, D., & Palmatier, R. W. (2017) · Journal of International Marketing · doi:10.1509/jim.17.0034 · Cited by 148 · see citing works
“The choice between opt-outversusopt-in methods does not seem to matter; the simple offer of some form of control to the customer may be sufficient to build trust (Martin, Borah, and Palmatier 2017).”
BackgroundSelf-citationFields of Gold: Scraping Web Data for Marketing Insights
Boegershausen, J., Datta, H., Borah, A., & Stephen, A. T. (2022) · Journal of Marketing · doi:10.1177/00222429221100750 · Cited by 155 · see citing works
“Researchers can use this tool to retroac-tively inspect websites over time (e.g., Martin, Borah, and Palmatier 2017) or submit their own website links for archiving.”
MethodSelf-citationChatbots’ effectiveness in service recovery
Agnihotri, A., & Bhattacharya, S. (2023) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2023.102679 · Cited by 135 · see citing works
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 · see citing works
“Firms can mitigate the negative consequences by giving customer control of their data via opt-out options (Martin et al., 2017) and by investing in stronger marketing capability and IT know-how in the top management team (Kashmiri et al., 2017).”
InfluentialThe personalization–privacy paradox in the attention economy
Cloarec, J. (2020) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2020.120299 · Cited by 112 · see citing works
Privacy concerns in E-commerce: A taxonomy and a future research agenda
Bandara, R. J., Fernando, M., & Akter, S. (2019) · Electronic Markets · doi:10.1007/s12525-019-00375-6 · Cited by 133 · see citing works
Marketing ecosystem: An outside-in view for sustainable advantage
Zhang, J. Z., & Watson, G. F. (2020) · Industrial Marketing Management · doi:10.1016/j.indmarman.2020.04.023 · Cited by 134 · see citing works
“The same detailed and wide-ranging data that provide firms with insights can underwrite an increasing public concern about the accessibility, privacy, confidentiality, and the potential for misuse (Martin, Borah, & Palmatier, 2017).”
Antecedents and consequences of data breaches: A systematic review
Schlackl, F., Link, N., & Hoehle, H. (2022) · Information Manager (The) · doi:10.1016/j.im.2022.103638 · Cited by 108 · see citing works
Aiello, G., Donvito, R., Acuti, D., Grazzini, L., Mazzoli, V., Vannucci, V., & Viglia, G. (2020) · Journal of Retailing · doi:10.1016/j.jretai.2020.07.001 · Cited by 118 · see citing works
Much Ado about Nothing: The (Lack of) Economic Impact of Data Privacy Breaches
Richardson, V. J., Smith, R. E., & Watson, M. (2019) · The Journal of Information Systems · doi:10.2308/isys-52379 · Cited by 102
Ochmann, J., Michels, L., Tiefenbeck, V., Maier, C., & Laumer, S. (2024) · Information Systems Journal · doi:10.1111/isj.12482 · Cited by 117 · see citing works
“To measure whether our transparency manipulation led to participants perceiving the underlying reasoning of the algorithmic decision as more transparent, we used an adaptation of the data use transparency scale by Martin et al. (2017).”
MethodBoukis, A. (2019) · Journal of Product & Brand Management · doi:10.1108/jpbm-03-2018-1780 · Cited by 136 · see citing works
Avatar Design of Virtual Salespeople: Mitigation of Recommendation Conflicts
Lin, Y., Doong, H., & Eisingerich, A. B. (2020) · Journal of Service Research · doi:10.1177/1094670520964872 · Cited by 116 · see citing works
Priester, A., Robbert, T., & Roth, S. (2020) · Journal of Revenue and Pricing Management · doi:10.1057/s41272-019-00224-3 · Cited by 90 · see citing works
Thaichon, P., Quach, S., Barari, M. M., & Nguyen, M. (2022) · Australasian Marketing Journal (AMJ) · doi:10.1177/14413582231167664 · Cited by 112 · see citing works
“…mechanisms such as privacy paradoxes (Aguirre et al., 2015; Kaaniche et al., 2020; Mosteller & Poddar, 2017) or dyadic view of privacy demonstrating the impact of firm actions such as transparency and control practices on customer privacy behaviour (Bornschein et al., 2020; Martin et al., 2017).”
BackgroundImproving Organizational Performance Through the Use of Big Data
Ghasemaghaei, M. (2018) · Journal of Computer Information Systems · doi:10.1080/08874417.2018.1496805 · Cited by 93 · see citing works
“31 Operational performance is improved by discovering patterns through analyzing big data, and obtaining insight about how firms can have better products/services, better internal/external customer service, and greater efficiency compared to similar competing firms.”
BackgroundMartin, K. D., Kim, J. J., Palmatier, R., Steinhoff, L., Stewart, D., Walker, B., Wang, Y.-G., & Weaven, S. (2020) · Journal of Retailing · doi:10.1016/j.jretai.2020.08.003 · Cited by 85 · see citing works
Self-citationThe Impact of Executives' IT Expertise on Reported Data Security Breaches
Haislip, J. Z., Lim, J.-H., & Pinsker, R. E. (2021) · Information systems research · doi:10.1287/isre.2020.0986 · Cited by 82
Stegmann, P., Nagel, S., & Ströbel, T. (2021) · European Sport Management Quarterly · doi:10.1080/16184742.2021.1976241 · Cited by 115 · see citing works
“There will be a tradeo ff between data security and privacy and the use of digital technologies (Aguirre et al., 2016; *Aksoy et al.,2020 ; *Kim & Chiu, 2019; Martin et al., 2017).”
MethodDoes self-disclosure matter? A dynamic two-stage perspective for the personalization-privacy paradox
Zeng, F., Ye, Q., Li, J., & Yang, Z.-L. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2020.02.006 · Cited by 81 · see citing works
Chen, S., Waseem, D., Xia, Z., Tran, K. T., Li, Y., & Yao, J. (2021) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2021.102867 · Cited by 92 · see citing works
“Their perceived vulnerability triggers uncooperative behavioral intentions toward information requesters, including withholding and falsifying information (Martin et al., 2017).”
BackgroundInfluentialTran, T. T. H., Robinson, K., & Paparoidamis, N. G. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.01.081 · Cited by 88 · see citing works
Managing consumer privacy concerns and defensive behaviours in the digital marketplace
Bandara, R. J., Fernando, M., & Akter, S. (2020) · European Journal of Marketing · doi:10.1108/ejm-06-2019-0515 · Cited by 104 · see citing works
Chen, J., Li, M., & Ham, J. R. C. (2024) · International Journal of Human-Computer Studies · doi:10.1016/j.ijhcs.2024.103320 · Cited by 83 · see citing works
The role of institutional and self in the formation of trust in artificial intelligence technologies
Wong, L.-W., Tan, G., Ooi, K., & Dwivedi, Y. K. (2023) · Internet Research · doi:10.1108/intr-07-2021-0446 · Cited by 77 · see citing works
Do Banks Price Firms' Data Breaches?
Huang, H., & Wang, C. (2020) · Accounting Review · doi:10.2308/tar-2018-0643 · Cited by 77 · see citing works
“When customers’ financial information is compromised in a data breach, their trust in the breached firm is reduced (Martin et al. 2017).”
BackgroundConsumer Privacy During (and After) the COVID-19 Pandemic
Brough, A., & Martin, K. D. (2020) · Journal of Public Policy & Marketing JPP&M · doi:10.1177/0743915620929999 · Cited by 76 · see citing works
“Evidence suggests that providing transparency and allowing consumers to control how their data will be used can lead to better organizational outcomes (Martin, Borah, and Palmatier 2017).”
BackgroundSelf-citationDu, S.-L., el Akremi, A., & Jia, M. (2022) · Journal of Business Ethics · doi:10.1007/s10551-022-05297-6 · Cited by 71 · see citing works
“Data breaches now occur more frequently than ever (Martin et al., 2017), exposing sensitive and confidential personal information of stakeholders and causing emotional stress, humiliation, and possibly financial loss.”
BackgroundInsight is power: Understanding the terms of the consumer-firm data exchange
Krafft, M., Kumar, V., Harmeling, C. M., Singh, S. S., Zhu, T., Chen, J., Duncan, T. L., Fortin, W., & Rosa, E. (2020) · Journal of Retailing · doi:10.1016/j.jretai.2020.11.001 · Cited by 93 · see citing works
Kumar, G., Premalatha, K., Maheshwari, G. U., & Kanna, P. R. (2023) · Expert systems with applications · doi:10.1016/j.eswa.2023.121071 · Cited by 66 · see citing works
An Integrative Review and Analysis of Cybersecurity Research: Current State and Future Directions
Walton, S., Wheeler, P. R., Zhang, Y., & Zhao, X.-L. (2020) · The Journal of Information Systems · doi:10.2308/isys-19-033 · Cited by 65
Breaking the Privacy Paradox: The Value of Privacy and Associated Duty of Firms
Martin, K. E. (2019) · Business Ethics Quarterly · doi:10.1017/beq.2019.24 · Cited by 68 · see citing works
Self-citationBowen, C., & Snoke, J. (2019) · Journal of Privacy and Confidentiality · doi:10.29012/jpc.748 · Cited by 64 · see citing works
“…data access for seemingly research purposes, such as the Facebook - Cambridge Analytica Scandal, have heightened data privacy concerns over how private companies and government organizations gather and disseminate information [Martin et al., 2017, Tsay-Vogel et al., 2018, González et al., 2019].”
Motivations and barriers to purchasing online: understanding consumer responses
Rahman, S. U., Khan, M. A., & Iqbal, N. (2018) · South Asian Journal of Business Studies · doi:10.1108/sajbs-11-2016-0088 · Cited by 76 · see citing works
Voorveld, H. A. M., Meppelink, C. S., & Boerman, S. C. (2024) · International Journal of Advertising · doi:10.1080/02650487.2023.2264045 · Cited by 62 · see citing works
“…with regards to the use of algorithms in social media because, for example, transparency and control have a strong impact on trusting a company (Martin, Borah, and Palmatier 2017) and may influence the effectiveness of social media advertising (e.g. Morimoto 2021; Youn and Shin 2020; Segijn…”
InfluentialData Breach Announcements and Stock Market Reactions: A Matter of Timing?
Förderer, J., & Schütz, S. (2022) · Management Sciences · doi:10.1287/mnsc.2021.4264 · Cited by 62 · see citing works
Review of the changing electricity industry value chain in the ICT convergence era
Park, C., & Heo, W. (2020) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2020.120743 · Cited by 62 · see citing works
Lefkeli, D., Karataş, M., & Gürhan-Canli, Z. (2024) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2023.08.011 · Cited by 62 · see citing works
Perceived brand transparency: A conceptualization and measurement scale
Montecchi, M., Plangger, K., West, D., & de Ruyter, K. (2024) · Psychology & Marketing · doi:10.1002/mar.22048 · Cited by 61 · see citing works
Alkis, A., & Kose, T. (2022) · Computers in Human Behavior · doi:10.1016/j.chb.2022.107412 · Cited by 61 · see citing works
Drivers 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 · see citing works
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 · see citing works
Self-citationMonitoring Policies and Gig Workers’ Job Preferences
Liang, C., Peng, J., Hong, Y., & Gu, B. (2019) · Information Systems Research · doi:10.1287/isre.2022.1130 · Cited by 72 · see citing works
“c) Workers have a sense of autonomy (Martin et al. 2017).”
BackgroundInfluentialKey, 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 · see citing works
Signaling revisited: The use of signals in the market for IPOS
Park, U., Borah, A., & Kotha, S. (2016) · Strategic Management Journal · doi:10.1002/smj.2571 · Cited by 58 · see citing works
Self-citationWang, Z., Yuan, R., Luo, J., Liu, M. J., & Yannopoulou, N. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2023.114070 · Cited by 63 · see citing works
Effects of data breaches from user-generated content: A corporate reputation analysis
Confente, I., Siciliano, G., Gaudenzi, B., & Eickhoff, M. (2019) · European Management Journal · doi:10.1016/j.emj.2019.01.007 · Cited by 56 · see citing works
Labrecque, L. I., Markos, E., Swani, K., & Peña, P. Y. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.06.054 · Cited by 65 · see citing works
Bùi, K. (2020) · Journal of Promotion Management · doi:10.1080/10496491.2020.1838028 · Cited by 55 · see citing works
“Therefore, the customers recognized their information provided through services, including mobile banking, was being used not only by banks but also by other parties such as insurance and real estate (Martin et al., 2017).”
BackgroundArdabili, B. R., Pazho, A. D., Noghre, G. A., Neff, C., Bhaskararayuni, S. D., Ravindran, A., Reid, S., & Tabkhi, H. (2023) · Computational Urban Science · doi:10.1007/s43762-023-00097-8 · Cited by 69 · see citing works
“Either the firms misuse the shared video records [9]or some staff in the firm illegally use them [10], individuals’ privacy is violated.”
Backgroundvan Angeren, J., Vroom, G., McCann, B. T., Podoynitsyna, K. S., & Langerak, F. (2022) · Strategic Management Journal · doi:10.1002/smj.3394 · Cited by 62 · see citing works
“This naturally leads to skepticism and privacy concerns among customers, who question how a free product makes money and what happens to their personal data in the process (Martin et al. , 2017), and these concerns can have considerable impact on product appeal.”
BackgroundProtecting data privacy is key to a smart energy future
Véliz, C., & Grunewald, P. (2018) · Nature Energy · doi:10.1038/s41560-018-0203-3 · Cited by 54 · see citing works
Touriano, D., Sutrisno, S., Kuraesin, A. D., Santosa, S., & Ausat, A. M. A. (2023) · Jurnal Minfo Polgan · doi:10.33395/jmp.v12i1.12454 · Cited by 53 · see citing works
“The compromise of data privacy can have detrimental effects on the trust of employees and the overall reputation of the organisation (Martin et al., 2017).”
BackgroundConsumers’ privacy calculus: The PRICAL index development and validation
Beke, F. T., Eggers, F., Verhoef, P. C., & Wieringa, J. E. (2021) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2021.05.005 · Cited by 64 · see citing works
Cloarec, J. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.07.045 · Cited by 58 · see citing works
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 · see citing works
van Ooijen, C., Ubaldi, B., & Welby, B. (2019) · OECD Working Papers on Public Governance · doi:10.1787/09ab162c-en · Cited by 49 · see citing works
AI is Changing the World: For Better or for Worse?
Grewal, D., Guha, A., & Becker, M. (2024) · Journal of Macromarketing · doi:10.1177/02761467241254450 · Cited by 48 · see citing works
“Data privacy issues arise because AI requires vast (user) data, which are often stored for longer and contain richer information (e.g., about family members) than users realize (see also Martin and Murphy 2017; Martin, Borah, and Palmatier 2017).”
A study of KOL effectiveness on brand image of skincare products
Xiong, L., Cho, V., Law, K. M. Y., & Lam, L. (2021) · Enterprise Information Systems · doi:10.1080/17517575.2021.1924864 · Cited by 58 · see citing works
“Furthermore, Martin, Borah, and Palmatier (2017) showed that data vulnerability would reduce trust and in turns have negative impacts on firm performance.”
BackgroundReacting to the scope of a data breach: The differential role of fear and anger
Chatterjee, S., Gao, X., Sarkar, S., & Uzmanoglu, C. (2019) · Journal of Business Research · doi:10.1016/j.jbusres.2019.04.024 · Cited by 55 · see citing works
- Authors
- Martin, K. D., Borah, A., & Palmatier, R. W.
- Affiliations
- Colorado State University (US)
- University of Washington (US)
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2017-01
- Volume
- 81
- Issue
- 1
- Pages
- 36-58
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2495772237
- Cited by
- 786
- References
- 0
- Citations by year
- 2026: 123 · 2025: 132 · 2024: 92 · 2023: 99 · 2022: 97 · 2021: 67 · 2020: 82 · 2019: 54 · 2018: 26 · 2017: 13 · 2016: 1
- FWCI
- 89.60
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- Griffith Research Online (submittedVersion)
- Funders
- Colorado State University
- Marketing Science Institute
- Topics
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Physical Sciences › Computer Science › Information Systems › Information and Cyber Security
- Keywords
- data privacy, data management practices, consumer trust, data breaches, firm performance, customer performance, transparency, data control, spillover effects, rival firms
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
