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Current state and future directions of consumer online data protection and consumer privacy: a bibliometric study

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  • A. Malathi
  • K. Mohamed Jasim

Abstract

The increased use of consumers' personal data in online and digital marketing to personalise advertising and so on has invited attention to consumer data breaches, consumer data protection and privacy. The purpose of this research is to review existing literature on consumers' online data protection and privacy. The dataset for the analysis includes 521 research articles collected from Scopus database from the period 2000 to 2023. The data are analysed using VOS Viewer and Biblioshiny based on co-occurrence keyword, citation and co-citation. The study also analysed the trend topics, three field plot relations between authors, keywords, and sources and multi-correspondence analysis (MCA) by considering keywords. The two main topics like the steps and regulations taken by the government across the countries to protect customer data and privacy, building trust on companies/marketers by data protection are addressed at the end of discussion. The study indicates there is more emphasis on the theme of data protection and privacy. Most importantly, many researchers focus on policy and legal issues about online data protection and privacy. Recent research topics focus on privacy by design, technologies in privacy and privacy strategies.

Suggested Citation

  • A. Malathi & K. Mohamed Jasim, 2024. "Current state and future directions of consumer online data protection and consumer privacy: a bibliometric study," International Journal of Process Management and Benchmarking, Inderscience Enterprises Ltd, vol. 18(1), pages 82-106.
    • Handle: RePEc:ids:ijpmbe:v:18:y:2024:i:1:p:82-106
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