Toward a conceptual framework for the impact of trust, motivation, and context on marketing comfort

Abstract

Over the past decade, as companies utilized personal information for marketing purposes, it increased privacy concerns and sparked debates over holding large data sets. The communication privacy management (CPM) theory guides research on an individual's comfort with companies using personal information shared on social media for marketing purposes, or marketing comfort. This study expanded theory application by defining the antecedents, outcomes, and the process, which integrate research from multiple theories and disciplines, influencing trust, motivation, and context, which are three of the factors of the theory. Several propositions are made based on the presented conceptual model. This study postulated the impact of the three factors on marketing comfort based on the CPM theory. The research outlined how people's discomfort with marketing data practices and privacy concerns might be decreased.