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EMAC 2024 Annual


Digital Platforms Characteristics and Privacy Research: A Systematic Review and Future Directions
(A2024-119777)

Published: May 28, 2024

AUTHORS

Nour Shaaban, University of Passau; Johanna Zimmermann, University of Passau; Jan Schumann, University of Passau; Thomas Widjaja, Universtity of Passau

ABSTRACT

Consumer privacy has been a focal point in marketing research and has been extensively investigated within dyadic relationships between one consumer and one firm. Nowadays, digital platforms are an omnipresent phenomenon, as businesses increasingly adopt the platform business model and its digital strategies for competitiveness. These platforms exhibit unique characteristics, such as multisidedness and interconnectedness. These characteristics have strong implications for platform’s data collection and sharing, and thus potentially also impact consumers’ privacy-related decision-making. A systematic literature review on privacy research in the context of digital platforms shows that prior privacy research in platform contexts accounted for unique characteristics of platforms as well as the new phenomena that emerge from them only to a limited extent. Building on those initial insights and based on a general model of privacy research in marketing, the authors outline how the unique platform characteristics lead to entirely new phenomena and questions and offer agenda for future research.