Transparency in mobile apps for value co-creation: how privacy notice communications shape user perception

Giacomo Gistri (), Daniele Scarpi () and Niccolò Testi ()
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Giacomo Gistri: University of Macerata
Daniele Scarpi: University of Bologna
Niccolò Testi: University of Macerata

Marketing Letters, 2025, vol. 36, issue 4, No 16, 933-947

Abstract: Abstract The rise of mobile apps, particularly those utilizing artificial intelligence, has heightened privacy concerns due to extensive data collection. Privacy notices are mandatory for promoting transparency in data management. This research examines how text-based versus infographic privacy notice formats influence users' perceptions of transparency and their intention to use the app. We present a 2 × 3 experiment manipulating notice format and message complexity in a sports app context. Results indicate that infographics enhance perceived transparency more than text, though this effect diminishes with increased complexity. Transparency fully mediates the relationship between notice format and app usage intention, irrespective of users’ privacy concerns. These findings provide valuable insights for app developers and policymakers in balancing clarity with legal compliance in privacy communications supporting value co-creation. By highlighting the limitations of infographics in complex scenarios, this study contributes to the discussion on effective privacy communication strategies, emphasizing the need for alignment between format and content in technology-mediated environments.

Keywords: Privacy notices format; Message complexity; Transparency; Infographics; Sports mobile apps (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-025-09788-0

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