Journal of the Academy of Marketing Science

, Volume 45, Issue 2, pp 135–155 | Cite as

The role of data privacy in marketing

  • Kelly D. MartinEmail author
  • Patrick E. Murphy
Conceptual/Theoretical Paper


This paper captures the current state of privacy scholarship in marketing and related disciplines. We examine theoretical perspectives and empirical findings about data and information privacy grouped according to privacy’s role in society, the psychology of privacy, and the economics of privacy. Although a coherent subset of research themes provide deep understanding, theoretical and empirical findings show this narrow focus also has constrained our view of privacy to consumer, organizational, ethical, or legal silos. In response, we take a necessary step toward expanding the privacy domain across these borders, emphasizing the compelling synergies that span multiple interests. We conclude by highlighting future research themes that embody a multidimensional approach, which blends the many interconnected concerns that feature in contemporary privacy questions in marketing. Since internal and external stakeholders are affected in multiple and potentially unforeseen ways by data privacy issues, additional work in this space remains critical and needed.


Privacy Big data Ethics Review article 



The authors are grateful for the insightful feedback of the Editor-in-Chief and the anonymous reviewers.


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Copyright information

© Academy of Marketing Science 2016

Authors and Affiliations

  1. 1.College of BusinessColorado State UniversityFort CollinsUSA
  2. 2.Mendoza College of BusinessUniversity of Notre DameIndianaUSA

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