Conclusion
This research captures the current state of data privacy scholarship in marketing and related disciplines. The concept of consumer information privacy is hard to define, as acknowledged by privacy scholars, practitioners, and regulators. Although a coherent subset of theoretical approaches provide robust understanding through deep insights, in some ways this focus has constrained our view of privacy to consumer, organizational, ethical, and legal silos. Empirical findings and relationships extracted from the vast privacy scholarship in marketing echo this observation, with significant progress occurring within narrow relationships in tightly defined spaces. In response, we take a necessary step toward expanding the privacy domain across these borders, emphasizing compelling synergies that span multiple interests. By synthesizing privacy across these areas, we advocate for a holistic way of thinking about organizational use of consumer data, and how this fits into a bigger societal picture. Discussion of privacy as strategy offers but one example. Future research directions also should embody a holistic approach, blending the many consumer, organizational, ethical, and legal concerns that feature in contemporary data privacy questions. Since stakeholders are affected in multiple and potentially unforeseen ways, additional work in this important domain remains critical and needed.
