Data Privacy in Retail

Martin, Kelly D.; Kim, Jisu J.; Palmatier, Robert W.; Steinhoff, Lena; Stewart, David W.; Walker, Beth; Wang, Yonggui; Weaven, Scott

doi:10.1016/j.jretai.2020.08.003

Cited by 56 publications

(33 citation statements)

References 29 publications

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“…These authors also suggest the use of signals that are considered less sensitive. This is consistent with the perspective of only collecting the minimum data necessary to support decision making (e.g., Martin et al, 2020 ). Through such steps, rather than trying to minimize consumers’ concerns about emitting signals that can be used by the firm, Bleier et al ( 2020 ) contend that firms can encourage signal emission by providing sufficient value to outweigh the perceived costs that arise from sharing information.…”

Section: Firm Capabilities For Using Digital Signals Along the Custom...supporting

confidence: 88%

“…Beyond the question of how firms collect signals, a fundamental question arises as to the perceived appropriateness of gathering different types of signals. Martin et al ( 2020 ) note that data minimization is one means by which consumers’ personal information can be protected, ensuring that only the necessary signals are collected. In addition to identifying the data necessary to support their marketing operations, firms should weigh how consumers will perceive the appropriateness of gathering these digital signals.…”

Section: Firm Capabilities For Using Digital Signals Along the Custom...mentioning

confidence: 99%

See 1 more Smart Citation

How consumer digital signals are reshaping the customer journey

Schweidel

Bart

Inman

et al. 2022

J. of the Acad. Mark. Sci.

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Marketers are adopting increasingly sophisticated ways to engage with customers throughout their journeys. We extend prior perspectives on the customer journey by introducing the role of digital signals that consumers emit throughout their activities. We argue that the ability to detect and act on consumer digital signals is a source of competitive advantage for firms. Technology enables firms to collect, interpret, and act on these signals to better manage the customer journey. While some consumers’ desire for privacy can restrict the opportunities technology provides marketers, other consumers’ desire for personalization can encourage the use of technology to inform marketing efforts. We posit that this difference in consumers’ willingness to emit observable signals may hinge on the strength of their relationship with the firm. We next discuss factors that may shift consumer preferences and consequently affect the technology-enabled opportunities available to firms. We conclude with a research agenda that focuses on consumers, firms, and regulators.

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Section: Firm Capabilities For Using Digital Signals Along the Custom...supporting

confidence: 88%

Section: Firm Capabilities For Using Digital Signals Along the Custom...mentioning

confidence: 99%

How consumer digital signals are reshaping the customer journey

Schweidel

Bart

Inman

et al. 2022

J. of the Acad. Mark. Sci.

View full text Add to dashboard Cite

show abstract

“…The latter particularly pertains to collaborative filtering (Milano et al, 2020 ). Given the extensive use of customer information and data-driven, analytical approaches in marketing, marketing scholars and practitioners have been and are highly concerned with privacy issues (e.g., Bleier et al, 2020 ; Martin & Murphy, 2017 ; Martin & Palmatier, 2020 ; Martin et al, 2020 ; Okazaki et al, 2020 ; Stewart, 2017 ; Thomaz et al, 2020 ). The massive amounts of data feeding AI systems and applications potentiates privacy and data protection issues, as discussed for algorithms (e.g., Mittelstadt et al, 2016 ), recommender systems (e.g., Milano et al, 2020 ), and psychological targeting (e.g., Matz, Appel, et al, 2019 ; Matz, Menges, et al, 2019 ; Matz, Segalin, et al, 2019 ), among other things.…”

Section: The Ethics Of Ai In Marketingmentioning

confidence: 99%

Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective

Hermann

2021

J Bus Ethics

151

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Artificial intelligence (AI) is (re)shaping strategy, activities, interactions, and relationships in business and specifically in marketing. The drawback of the substantial opportunities AI systems and applications (will) provide in marketing are ethical controversies. Building on the literature on AI ethics, the authors systematically scrutinize the ethical challenges of deploying AI in marketing from a multi-stakeholder perspective. By revealing interdependencies and tensions between ethical principles, the authors shed light on the applicability of a purely principled, deontological approach to AI ethics in marketing. To reconcile some of these tensions and account for the AI-for-social-good perspective, the authors make suggestions of how AI in marketing can be leveraged to promote societal and environmental well-being.

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“…For instance, privacy concerns have been found to be negatively related to purchase behavior and purchase intentions (Jai et al, 2013; Phelps et al, 2001) and may increase the likelihood of a consumer fabricating personal information, adopting protection technologies, and refusing to register or make a purchase online (Lwin et al, 2007). Therefore, some retailers have started to use consumer data privacy as a proactive retail strategy to differentiate themselves from their competitors (Martin et al, 2020). This study proposes that consumers' privacy concerns will be reduced when a U.S. online retailer voluntarily chooses to apply the GDPR rights to U.S. consumers.H1 Applying the GDPR rights to U.S. consumers will reduce U.S. consumers' privacy concerns.…”

Section: Customer Relations‐integrated Model Of Privacy Concerns Trust and Commitmentmentioning

confidence: 99%

Trust and commitment: Effect of applying consumer data rights on U.S. Consumers' attitudes toward online retailers in big data era

Willis

Jai

Lauderdale

2021

J of Consumer Behaviour

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Applying the Commitment‐Trust Theory, this study investigates how a U.S.‐based online retailer's choice to apply (or not to apply) General Data Protection Regulation (GDPR) data subject rights to consumers in the United States affect the retailer‐customer relationship. This study conducted an online survey through Amazon Mechanical Turk (MTurk) with a total of 659 respondents. The findings provide empirical evidence that consumers perceived higher trust and lower privacy concerns toward online retailers when a retailer voluntarily applied the GDPR consumer data rights to U.S. consumers, thereby increasing brand commitment. The post hoc analyzes also revealed that when a global retailer chose to apply the GDPR consumer data rights to U.S. customers, the respondents' comments exhibited positive emotions and indicated they would be more willing to give the retailer their future business. These results are particularly relevant to international marketers and brands that serve both European and U.S. consumers.

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Data Privacy in Retail

Cited by 56 publications

References 29 publications

How consumer digital signals are reshaping the customer journey

How consumer digital signals are reshaping the customer journey

Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective

Trust and commitment: Effect of applying consumer data rights on U.S. Consumers' attitudes toward online retailers in big data era

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