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Personalisation-Privacy Paradox from Marketing Perspectives: Literature Review and Future Research Directions

In: Business Innovation for the Post-pandemic Era in Vietnam

Author

Listed:
  • Hanh Thi Hong Hoang

    (Academy of Finance)

  • Lam Son Nguyen

    (Academy of Finance)

  • Chinh Hong Nguyen

    (Academy of Finance)

  • Nga Viet Le

    (Academy of Finance)

  • Nhung Thi Nguyen

    (Academy of Finance)

  • Len Thi Dinh

    (Academy of Finance)

Abstract

This paper aims to provide a structured review of personalisation-privacy trade-offs among customers and suggest future research directions. Specifically, the research attempts to identify common themes within this domain, particularly the prevailing factors influencing consumer attitude and behaviour toward disclosing personal data. To this end, findings from 82 marketing papers on personalisation-privacy paradox from 2000 to 2022 were analysed and integrated through a systematic review approach. Results show that perceived benefits and perceived privacy control are major drivers whereas perceived privacy concerns are major barriers toward consumer self-disclosure behaviour. Trust in the organisation can moderate the effects of antecedent variables on the consumers’ willingness to disclose. Research gap is also identified for further studies.

Suggested Citation

  • Hanh Thi Hong Hoang & Lam Son Nguyen & Chinh Hong Nguyen & Nga Viet Le & Nhung Thi Nguyen & Len Thi Dinh, 2023. "Personalisation-Privacy Paradox from Marketing Perspectives: Literature Review and Future Research Directions," Springer Books, in: Nguyen Hoang Thuan & Hung Nguyen & Hiep Cong Pham & Alrence Halibas (ed.), Business Innovation for the Post-pandemic Era in Vietnam, pages 87-105, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-1545-3_8
    DOI: 10.1007/978-981-99-1545-3_8
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