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Digital technologies: tensions in privacy and data.

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Summary
This summary is machine-generated.

Digital technologies reshape marketing, but raise privacy concerns. This study analyzes firm-consumer interactions and proposes a data strategy typology to navigate privacy issues and enhance firm performance.

Keywords:
Artificial intelligenceBig dataData monetizationData sharingDigital technologyInternet of thingsPrivacyPrivacy regulationSocial mediaStructuration theory

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Area of Science:

  • Business
  • Information Systems
  • Marketing

Background:

  • Digital technologies have transformed marketing, increasing data proliferation.
  • Growing privacy concerns impact consumer-firm relationships, leading to regulatory changes and consumer behavior shifts.
  • Existing research lacks a comprehensive framework for understanding digital technology's impact on firm performance amid privacy issues.

Purpose of the Study:

  • To analyze the implications of digital technologies and data strategy on firm performance within the context of increasing privacy concerns.
  • To develop a conceptual framework for understanding privacy tensions as a product of firm-consumer interactions facilitated by digital technologies.
  • To propose a data strategy typology based on data monetization and data sharing functions of digital technologies.

Main Methods:

  • Comprehensive analysis integrating structuration theory and privacy literature.
  • Qualitative insights from interviews with senior managers and consumer informants.
  • Development of a conceptual framework with three tenets and seven propositions.

Main Results:

  • Identified privacy tensions as a key outcome of firm-consumer interactions mediated by digital technologies.
  • Proposed a data strategy typology resulting in four distinct firm types based on data monetization and sharing behaviors.
  • Synthesized academic and practical perspectives to offer directions for future research.

Conclusions:

  • Digital technology adoption necessitates strategic data management to address privacy concerns and maintain firm performance.
  • The proposed data strategy typology provides a foundation for firms to navigate the complex privacy landscape.
  • Understanding firm-consumer interactions is crucial for developing effective data protection strategies and fostering trust.