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Cited by 10Privacy, Security, and Data ProtectionDigital Marketing and Social MediaMarketing and Advertising Strategies

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Creepy Marketing: Three Dimensions of Perceived Excessive Online Privacy Violation

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MOORE, ROBERT S., MOORE, MELISSA L., SHANAHAN, KEVIN J., HORKY, ALISHA, MACK, BRITNEY·2015·Marketing Management Journal
DOI 10.63963/001c.151082
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Abstract

In this explorative paper we develop three dimensions of a new construct, Creepy Marketing (hereafter CM). First we discuss the impact of online personalized marketing on consumers. Based on this discussion a qualitative study examines both annoying marketing and creepy marketing from a consumer’s perceptive. Results distinguish annoying marketing, defined primarily as tactics, from CM, defined predominately as feelings. Based on the study, CM consists of three dimensions: invasion of privacy, stalking behavior and violation of social norms. Each of these dimensions is discussed and directions for future research are provided.

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Metadata

Authors
MOORE, R. S., MOORE, M. L., SHANAHAN, K. J., HORKY, A., & MACK, B.
Affiliations
Elon University (US)
ORCID
HORKY, ALISHA
Venue
Marketing Management Journal
Publisher
Marketing Management Association
Published
2015-01-01
Volume
25
Issue
1
ISSN
  • 1534-973X (ISSN-L)
  • 2329-9762
DOI
10.63963/001c.151082
OpenAlex
W4416950425
Cited by
10
References
0
Citations by year
2026: 8 · 2025: 2
FWCI
0.00
Type
journal article
Language
en
Open access
Licence
Locations
  • Marketing Management Journal (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
personalized marketing, privacy violations, stalking, consumer perception

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