Knowing is Half the Battle - The Influence of Marketers' Privacy Literacy on SMEs' Privacy Orientation

Matthias Friesenecker, Mauro Luis Gotsch and Marcus Schögel

Marketing Review St.Gallen, 2022, vol. 39, issue 2, 36-43

Abstract: Marketers are in a unique position to improve customers' data privacy but often lack the necessary know-how. Hence, this study examines the link between marketers' privacy literacy and their firms' privacy orientation.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276181

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