Analyzing the Analytics: Data Privacy Concerns
Journal of Marketing Analytics
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The Facebook and Cambridge Analytica incident is just one example in a string of events in recent years that underlines the difficulties of managing information and data privacy in the digital environment. In this context, even executives from the digital world, such as Apple and IBM, have called for more oversight on personal data use (Reuters 2018). While many question the preparedness of businesses and policymakers regarding online consumer privacy issues, we all still acknowledge that we must now focus on productive research on this topic. As such, studies regarding the intersection between data privacy and marketing analytics are particularly important. As researchers show, it is essential to analyze digital data privacy to build trust through sound business practices in data analytics and to improve marketing activities (Leonard 2014; Martin and Murphy 2017). In addition to building trust, research shows that proper and transparent privacy policies lead to higher consumer fairness perceptions and distributive justice (Krishen et al. 2017). The United States Bill of Rights includes privacy protections into different Amendments, including the First, Third, Fourth, and Fifth (Martin and Murphy 2017). Throughout decades, research has presented broad and diverse definitions of information and data privacy (Adams 2017). Information privacy has been defined as “the right to select what personal information about me is known to what people” (Westin 1968). Privacy is also considered the control of the distribution and use of consumer personal, demographic, and online activity information (Foxman and Kilcoyne 1993). From the consumer perspective, concern for information privacy identifies data collection, unauthorized use, improper access, and error (misrepresentation) as the four key dimensions of concerns; these fall into the two broad categories of risk beliefs and protection beliefs (Raschke et al. 2014).
Krishen, A. S.
Analyzing the Analytics: Data Privacy Concerns.
Journal of Marketing Analytics, 6(2),