Digital technologies: tensions in privacy and data

Sara Quach (), Park Thaichon (), Kelly D. Martin (), Scott Weaven () and Robert W. Palmatier ()
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Sara Quach: Griffith University, Gold Coast campus
Park Thaichon: Griffith University, Gold Coast campus
Kelly D. Martin: Colorado State University
Scott Weaven: Griffith University, Gold Coast campus
Robert W. Palmatier: University of Washington

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 6, No 10, 1299-1323

Abstract: Abstract Driven by data proliferation, digital technologies have transformed the marketing landscape. In parallel, significant privacy concerns have shaken consumer–firm relationships, prompting changes in both regulatory interventions and people’s own privacy-protective behaviors. With a comprehensive analysis of digital technologies and data strategy informed by structuration theory and privacy literature, the authors consider privacy tensions as the product of firm–consumer interactions, facilitated by digital technologies. This perspective in turn implies distinct consumer, regulatory, and firm responses related to data protection. By consolidating various perspectives, the authors propose three tenets and seven propositions, supported by interview insights from senior managers and consumer informants, that create a foundation for understanding the digital technology implications for firm performance in contexts marked by growing privacy worries and legal ramifications. On the basis of this conceptual framework, they also propose a data strategy typology across two main strategic functions of digital technologies: data monetization and data sharing. The result is four distinct types of firms, which engage in disparate behaviors in the broader ecosystem pertaining to privacy issues. This article also provides directions for research, according to a synthesis of findings from both academic and practical perspectives.

Keywords: Digital technology; Data monetization; Data sharing; Privacy; Social media; Big data; Artificial intelligence; Internet of things; Structuration theory; Privacy regulation (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (22)

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DOI: 10.1007/s11747-022-00845-y

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