Knowing is Half the Battle - The Influence of Marketers' Privacy Literacy on SMEs' Privacy Orientation
Journal
Marketing Review St. Gallen
ISSN
1865-6544
Type
journal article
Date Issued
2022-02-25
Author(s)
Research Team
Institute for Marketing and Customer Insights - Prof. Dr. Marcus Schögel
Abstract
Marketers are in a unique position to improve customers’ data privacy but often lack the necessary know-how. Hence, this study examines the link between marketers’ privacy literacy and their firms’ privacy orientation.
Abstract (De)
Marketers sind in einer einzigartigen Position, um den Datenschutz ihrer Kundschaft zu verbessern. Doch dazu fehlt ihnen oft das nötige Know-how. Daher wird in dieser Studie der Zusammenhang zwischen der Datenschutzkompetenz von Marketingfachleuten und der Datenschutzorientierung ihrer Unternehmen untersucht.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Refereed
Yes
Publisher
Gabler/GWV-Fachverl
Publisher place
St. Gallen
Volume
2022
Number
2
Start page
36
End page
43
Pages
8
Division(s)
Contact Email Address
mauro.gotsch@unisg.ch
References
Acquisti, A. (2004). Privacy in Electronic Commerce and the Economics of Immediate Gratification. Pre-Proceedings to EC’04, May 17-20, New York, 1–9.
Amiri, I., Wang, L., Levy, Y., & Hur, I. (2018). An Empirical Study on the Factors Contributing to Disclosing Personal Information Online: Insecurity in the Digital Age. Twenty-Fourth Americas Conference on Information Systems, 1–10.
Auxier, B. Y. B., Rainie, L., Anderson, M., Perrin, A., Kumar, M., & Turner, E. (2019). Americans and Privacy: Concerned, Confused, and Feeling a Lack of Control Over Their Personal Information. Pew Research Center, November, 1–63.
Barocas, S., & Nissenbaum, H. (2014). Computing Ethics: Big Data’s End Run Around Procedural Privacy Protections Recognizing the Inherent Limitations of Consent and Anonymity. Communications of the ACM, 57(11), 31–33. https://doi.org/10.1145/2668897.
Baruh, L., Secinti, E., & Cemalcilar, Z. (2017). Online Privacy Concerns and Privacy Management: A Meta-Analytical Review. Journal of Communication, 67(1), 26–53. https://doi.org/10.1111/jcom.12276.
Belanger, F., Hiller, J. S., & Smith, W. J. (2002). Trustworthiness in electronic commerce: the role of privacy, security, and site attributes. Journal of Strategic Information Systems, 11, 245–270.
BFS. (2020, August 28). Kleine und mittlere Unternehmen | Bundesamt für Statistik. Bundesamt für Statistik. https://www.bfs.admin.ch/bfs/de/home/statistiken/industrie-dienstleistungen/unternehmen-beschaeftigte/wirtschaftsstruktur-unternehmen/kmu.html.
Bianchini, M., & Michalkova, V. (2019). Data Analytics in SMEs: Trends and Policies. OECD SME and Entrepreneurship Papers, 15, 1–45. https://doi.org/10.1787/1de6c6a7-en.
Bulgurcu, B., Cavusoglu, H., & Benbasat, I. (2017). Information Security Policy Compliance: An Empirical Study of Rationality-Based Beliefs and Information Security Awareness. MIS Quarterly 34(3). https://doi.org/10.2307/25750690.
Camra-Fierro, J., Centeno, E., Pérez-Cabañero, C., González-Cruz, T., & Cruz-Ros, S. (2012). Do family SME managers value marketing capabilities’ contribution to firm performance? Marketing Intelligence & Planning, 30(2), 116–142. https://doi.org/10.1108/02634501211211948.
Coleman, S., Göb, R., Manco, G., Pievatolo, A., Tort-Martorell, X., & Reis, M. S. (2016). How Can SMEs Benefit from Big Data? Challenges and a Path Forward. Quality and Reliability Engineering International, 32(6), 2151–2164. https://doi.org/10.1002/QRE.2008.
Dinev, T., & Hart, P. (2006). An Extended Privacy Calculus Model for E-Commerce Transactions. Information Systems Research, 17(1), 61–80. https://doi.org/10.1287/isre.1060.0080.
Ebert, N., & Widmer, M. (2018). Datenschutz in Schweizer Unternehmen 2018. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/ZHAW-4001.
FDPIC. (2018). The GDPR and its Consequences for Switzerland (Issue July). Federal Data Protection and Information Commissioner (FDPIC).
Gotsch, M. L., & Schögel, M. (2021). Addressing the privacy paradox on the organizational level: review and future directions. Management Review Quarterly 2021, https://doi.org/10.1007/S11301-021-00239-4.
Heidt, M., Gerlach, J. P., & Buxmann, P. (2019). Investigating the Security Divide between SME and Large Companies: How SME Characteristics Influence Organizational IT Security Investments. Information Systems Frontiers, 21(6), 1285–1305. https://doi.org/10.1007/S10796-019-09959-1.
Hernández-Linares, R., Kellermanns, F. W., & López-Fernández, M. C. (2021). Dynamic capabilities and SME performance: The moderating effect of market orientation. Journal of Small Business Management, 59(1), 162–195. https://doi.org/10.1111/jsbm.12474.
Kokolakis, S. (2017). Privacy attitudes and privacy behaviour: A review of current research on the privacy paradox phenomenon. Computers and Security, 64(November), 122–134. https://doi.org/10.1016/j.cose.2015.07.002.
Koops, B. J., Newell, B. C., Timan, T., Škorvánek, I., Chokrevski, T., & Galič, M. (2017). A Typology of Privacy. University of Pennsylvania Journal of International Law 38(2).
Lekmat, L., Selvarajah, C., & Hewege, C. (2018). Relationship between Market Orientation, Entrepreneurial Orientation, and Firm Performance in Thai SMEs: The Mediating Role of Marketing Capabilities. International Journal of Business and Economics, 17(3), 213–237.
Linden, T., Khandelwal, R., Harkous, H., & Fawaz, K. (2020). The Privacy Policy Landscape After the GDPR. Proceedings on Privacy Enhancing Technologies, 1, 47–64. https://doi.org/10.2478/popets-2020-0004.
Lopes, L. A., & Melão, N. F. (2016). Website content and design in SME: Insights from Portugal. International Journal of Electronic Business, 13(1), 70–97. https://doi.org/10.1504/IJEB.2016.075343.
Martin, K. D., Borah, A., & Palmatier, R. W. (2017). Data Privacy: Effects on Customer and Firm Performance. Journal of Marketing, 81(1), 36–58. https://doi.org/10.1509/jm.15.0497.
Masur, P. K., Teutsch, D., & Trepte, S. (2017). Entwicklung und Validierung der Online-Privatheitskompetenzskala (OPLIS). Diagnostica, 63(4), 256–268. https://doi.org/10.1026/0012-1924/A000179.
Masur, P. K., Teutsch, D., & Trepte, S. (2020). OPLIS Manual. Universität Hohenheim.
Möhle, J.-P. (2021). Totalrevision des Schweizer Datenschutzgesetzes – Ende gut, alles gut? Datenschutz und Datensicherheit 45(9), 598–602. https://doi.org/10.1007/S11623-021-1498-Y.
Nissenbaum, H. (2009). Privacy in Context: Technology, Policy, and the Integrity of Social Life. Stanford University Press.
Norberg, P. A., & Horne, D. R. (2007). Privacy attitudes and privacy-related behavior. Psychology & Marketing, 24(10), 829–847. https://doi.org/10.1002/mar.20186.
Palmatier, R. W., & Martin, K. D. (2019). The Intelligent Marketer’s Guide to Data Privacy. Palgrave Macmillan.
Parker, R. B. (1974). A Definition of Privacy. Rutgers Law Review, 27(2), 275–297.
Petronio, S. (2010). Communication Privacy Management Theory: What Do We Know About Family Privacy Regulation? Journal of Family Theory & Review, 2(3), 175–196. https://doi.org/10.1111/j.1756-2589.2010.00052.x.
Pfister, W. (2021). “Für KMU ist es von Vorteil, sich auf das neue Datenschutzgesetz vorzubereiten.” KMU Portal, WBF: Eidgenössisches Departement für Wirtschaft, Bildung und Forschung. https://www.kmu.admin.ch/kmu/de/home/aktuell/interviews/2021/fuer-kmu-ist-es-von-vorteil-sich-auf-das-neue-datenschutzgesetz-vorzubereiten.html.
Sarathy, R., & Robertson, C. J. (2003). Strategic and Ethical Considerations in Managing Digital Privacy. Journal of Business Ethics 46(2), 111–126.
Schögel, M. (2016). Marketing Automation, Machine Learning und Artificial Intelligence. Marketing Review St. Gallen 33(4), 3–5.
Sen, D., Ozturk, M., & Vayvay, O. (2016). An Overview of Big Data for Growth in SMEs. Procedia – Social and Behavioral Sciences, 235, 159–167. https://doi.org/10.1016/J.SBSPRO.2016.11.011.
Solove, D. J. (2013). Privacy Self-Management and the Consent Dilemma. Harvard Law Review, 126, 1880–1903.
Solove, D. J. (2021). The Myth of the Privacy Paradox. George Washington Law Review, 89(1), 1–51.
Stuart, T. (2021). Too little too late? An exploration and analysis of the inadequacies of antitrust law when regulating GAFAM data-driven mergers and the potential legal remedies available in the age of Big Data. European Competition Journal 17(2), 407–436. https://doi.org/10.1080/17441056.2021.1909234.
Taneja, A., Vitrano, J., & Gengo, N. J. (2014). Rationality-based beliefs affecting individual’s attitude and intention to use privacy controls on Facebook: An empirical investigation. Computers in Human Behavior, 38, 159–173. https://doi.org/10.1016/j.chb.2014.05.027.
Trepte, S., Teutsch, D., Masur, P. K., Eicher, C., Fischer, M., Hennhöfer, A., & Lind, F. (2015). Do People Know About Privacy and Data Protection Strategies? Towards the “Online Privacy Literacy Scale” (OPLIS). In: S. Gutwirth, R. Leenes, & P. de Hert (Eds.), Reforming European Data Protection Law (pp. 333–365). Springer. https://doi.org/10.1007/978-94-017-9385-8_14.
Van Haastrecht, M., Sarhan, I., Shojaifar, A., Baumgartner, L., Mallouli, W., & Spruit, M. (2021). A Threat-Based Cybersecurity Risk Assessment Approach Addressing SME Needs. ACM International Conference Proceeding Series, 1–12. https://doi.org/10.1145/3465481.3469199.
Veritas. (2017). 2017 Veritas GDPR Report. Veritas Schweiz AG.
Yun, H., Lee, G., & Kim, D. J. (2019). A chronological review of empirical research on personal information privacy concerns: An analysis of contexts and research constructs. Information and Management, 56(4), 570–601. https://doi.org/10.1016/j.im.2018.10.001.
Zhu, H., Ou, C. X. J., van den Heuvel, W. J. A. M., & Liu, H. (2017). Privacy calculus and its utility for personalization services in e-commerce: An analysis of consumer decision-making. Information & Management, 54(4), 427–437. https://doi.org/10.1016/j.im.2016.10.001.
Zuboff, S. (2019). Surveillance Capitalism and the Challenge of Collective Action. New Labor Forum, 28(1), 10–29. https://doi.org/10.1177/109579601881946.
Amiri, I., Wang, L., Levy, Y., & Hur, I. (2018). An Empirical Study on the Factors Contributing to Disclosing Personal Information Online: Insecurity in the Digital Age. Twenty-Fourth Americas Conference on Information Systems, 1–10.
Auxier, B. Y. B., Rainie, L., Anderson, M., Perrin, A., Kumar, M., & Turner, E. (2019). Americans and Privacy: Concerned, Confused, and Feeling a Lack of Control Over Their Personal Information. Pew Research Center, November, 1–63.
Barocas, S., & Nissenbaum, H. (2014). Computing Ethics: Big Data’s End Run Around Procedural Privacy Protections Recognizing the Inherent Limitations of Consent and Anonymity. Communications of the ACM, 57(11), 31–33. https://doi.org/10.1145/2668897.
Baruh, L., Secinti, E., & Cemalcilar, Z. (2017). Online Privacy Concerns and Privacy Management: A Meta-Analytical Review. Journal of Communication, 67(1), 26–53. https://doi.org/10.1111/jcom.12276.
Belanger, F., Hiller, J. S., & Smith, W. J. (2002). Trustworthiness in electronic commerce: the role of privacy, security, and site attributes. Journal of Strategic Information Systems, 11, 245–270.
BFS. (2020, August 28). Kleine und mittlere Unternehmen | Bundesamt für Statistik. Bundesamt für Statistik. https://www.bfs.admin.ch/bfs/de/home/statistiken/industrie-dienstleistungen/unternehmen-beschaeftigte/wirtschaftsstruktur-unternehmen/kmu.html.
Bianchini, M., & Michalkova, V. (2019). Data Analytics in SMEs: Trends and Policies. OECD SME and Entrepreneurship Papers, 15, 1–45. https://doi.org/10.1787/1de6c6a7-en.
Bulgurcu, B., Cavusoglu, H., & Benbasat, I. (2017). Information Security Policy Compliance: An Empirical Study of Rationality-Based Beliefs and Information Security Awareness. MIS Quarterly 34(3). https://doi.org/10.2307/25750690.
Camra-Fierro, J., Centeno, E., Pérez-Cabañero, C., González-Cruz, T., & Cruz-Ros, S. (2012). Do family SME managers value marketing capabilities’ contribution to firm performance? Marketing Intelligence & Planning, 30(2), 116–142. https://doi.org/10.1108/02634501211211948.
Coleman, S., Göb, R., Manco, G., Pievatolo, A., Tort-Martorell, X., & Reis, M. S. (2016). How Can SMEs Benefit from Big Data? Challenges and a Path Forward. Quality and Reliability Engineering International, 32(6), 2151–2164. https://doi.org/10.1002/QRE.2008.
Dinev, T., & Hart, P. (2006). An Extended Privacy Calculus Model for E-Commerce Transactions. Information Systems Research, 17(1), 61–80. https://doi.org/10.1287/isre.1060.0080.
Ebert, N., & Widmer, M. (2018). Datenschutz in Schweizer Unternehmen 2018. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/ZHAW-4001.
FDPIC. (2018). The GDPR and its Consequences for Switzerland (Issue July). Federal Data Protection and Information Commissioner (FDPIC).
Gotsch, M. L., & Schögel, M. (2021). Addressing the privacy paradox on the organizational level: review and future directions. Management Review Quarterly 2021, https://doi.org/10.1007/S11301-021-00239-4.
Heidt, M., Gerlach, J. P., & Buxmann, P. (2019). Investigating the Security Divide between SME and Large Companies: How SME Characteristics Influence Organizational IT Security Investments. Information Systems Frontiers, 21(6), 1285–1305. https://doi.org/10.1007/S10796-019-09959-1.
Hernández-Linares, R., Kellermanns, F. W., & López-Fernández, M. C. (2021). Dynamic capabilities and SME performance: The moderating effect of market orientation. Journal of Small Business Management, 59(1), 162–195. https://doi.org/10.1111/jsbm.12474.
Kokolakis, S. (2017). Privacy attitudes and privacy behaviour: A review of current research on the privacy paradox phenomenon. Computers and Security, 64(November), 122–134. https://doi.org/10.1016/j.cose.2015.07.002.
Koops, B. J., Newell, B. C., Timan, T., Škorvánek, I., Chokrevski, T., & Galič, M. (2017). A Typology of Privacy. University of Pennsylvania Journal of International Law 38(2).
Lekmat, L., Selvarajah, C., & Hewege, C. (2018). Relationship between Market Orientation, Entrepreneurial Orientation, and Firm Performance in Thai SMEs: The Mediating Role of Marketing Capabilities. International Journal of Business and Economics, 17(3), 213–237.
Linden, T., Khandelwal, R., Harkous, H., & Fawaz, K. (2020). The Privacy Policy Landscape After the GDPR. Proceedings on Privacy Enhancing Technologies, 1, 47–64. https://doi.org/10.2478/popets-2020-0004.
Lopes, L. A., & Melão, N. F. (2016). Website content and design in SME: Insights from Portugal. International Journal of Electronic Business, 13(1), 70–97. https://doi.org/10.1504/IJEB.2016.075343.
Martin, K. D., Borah, A., & Palmatier, R. W. (2017). Data Privacy: Effects on Customer and Firm Performance. Journal of Marketing, 81(1), 36–58. https://doi.org/10.1509/jm.15.0497.
Masur, P. K., Teutsch, D., & Trepte, S. (2017). Entwicklung und Validierung der Online-Privatheitskompetenzskala (OPLIS). Diagnostica, 63(4), 256–268. https://doi.org/10.1026/0012-1924/A000179.
Masur, P. K., Teutsch, D., & Trepte, S. (2020). OPLIS Manual. Universität Hohenheim.
Möhle, J.-P. (2021). Totalrevision des Schweizer Datenschutzgesetzes – Ende gut, alles gut? Datenschutz und Datensicherheit 45(9), 598–602. https://doi.org/10.1007/S11623-021-1498-Y.
Nissenbaum, H. (2009). Privacy in Context: Technology, Policy, and the Integrity of Social Life. Stanford University Press.
Norberg, P. A., & Horne, D. R. (2007). Privacy attitudes and privacy-related behavior. Psychology & Marketing, 24(10), 829–847. https://doi.org/10.1002/mar.20186.
Palmatier, R. W., & Martin, K. D. (2019). The Intelligent Marketer’s Guide to Data Privacy. Palgrave Macmillan.
Parker, R. B. (1974). A Definition of Privacy. Rutgers Law Review, 27(2), 275–297.
Petronio, S. (2010). Communication Privacy Management Theory: What Do We Know About Family Privacy Regulation? Journal of Family Theory & Review, 2(3), 175–196. https://doi.org/10.1111/j.1756-2589.2010.00052.x.
Pfister, W. (2021). “Für KMU ist es von Vorteil, sich auf das neue Datenschutzgesetz vorzubereiten.” KMU Portal, WBF: Eidgenössisches Departement für Wirtschaft, Bildung und Forschung. https://www.kmu.admin.ch/kmu/de/home/aktuell/interviews/2021/fuer-kmu-ist-es-von-vorteil-sich-auf-das-neue-datenschutzgesetz-vorzubereiten.html.
Sarathy, R., & Robertson, C. J. (2003). Strategic and Ethical Considerations in Managing Digital Privacy. Journal of Business Ethics 46(2), 111–126.
Schögel, M. (2016). Marketing Automation, Machine Learning und Artificial Intelligence. Marketing Review St. Gallen 33(4), 3–5.
Sen, D., Ozturk, M., & Vayvay, O. (2016). An Overview of Big Data for Growth in SMEs. Procedia – Social and Behavioral Sciences, 235, 159–167. https://doi.org/10.1016/J.SBSPRO.2016.11.011.
Solove, D. J. (2013). Privacy Self-Management and the Consent Dilemma. Harvard Law Review, 126, 1880–1903.
Solove, D. J. (2021). The Myth of the Privacy Paradox. George Washington Law Review, 89(1), 1–51.
Stuart, T. (2021). Too little too late? An exploration and analysis of the inadequacies of antitrust law when regulating GAFAM data-driven mergers and the potential legal remedies available in the age of Big Data. European Competition Journal 17(2), 407–436. https://doi.org/10.1080/17441056.2021.1909234.
Taneja, A., Vitrano, J., & Gengo, N. J. (2014). Rationality-based beliefs affecting individual’s attitude and intention to use privacy controls on Facebook: An empirical investigation. Computers in Human Behavior, 38, 159–173. https://doi.org/10.1016/j.chb.2014.05.027.
Trepte, S., Teutsch, D., Masur, P. K., Eicher, C., Fischer, M., Hennhöfer, A., & Lind, F. (2015). Do People Know About Privacy and Data Protection Strategies? Towards the “Online Privacy Literacy Scale” (OPLIS). In: S. Gutwirth, R. Leenes, & P. de Hert (Eds.), Reforming European Data Protection Law (pp. 333–365). Springer. https://doi.org/10.1007/978-94-017-9385-8_14.
Van Haastrecht, M., Sarhan, I., Shojaifar, A., Baumgartner, L., Mallouli, W., & Spruit, M. (2021). A Threat-Based Cybersecurity Risk Assessment Approach Addressing SME Needs. ACM International Conference Proceeding Series, 1–12. https://doi.org/10.1145/3465481.3469199.
Veritas. (2017). 2017 Veritas GDPR Report. Veritas Schweiz AG.
Yun, H., Lee, G., & Kim, D. J. (2019). A chronological review of empirical research on personal information privacy concerns: An analysis of contexts and research constructs. Information and Management, 56(4), 570–601. https://doi.org/10.1016/j.im.2018.10.001.
Zhu, H., Ou, C. X. J., van den Heuvel, W. J. A. M., & Liu, H. (2017). Privacy calculus and its utility for personalization services in e-commerce: An analysis of consumer decision-making. Information & Management, 54(4), 427–437. https://doi.org/10.1016/j.im.2016.10.001.
Zuboff, S. (2019). Surveillance Capitalism and the Challenge of Collective Action. New Labor Forum, 28(1), 10–29. https://doi.org/10.1177/109579601881946.
Eprints ID
265773
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