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Power - responsibility dynamics and consumer privacy predicament in smart phone applications marketplaces

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  • Sanjay Mohapatra
  • Komal Goel

Abstract

As people use smartphone apps for a variety of purposes, a steady stream of app-based consumer data services that rely on the data-driven marketing model are being launched. The power-responsibility equilibrium theory (PRE) is used in this study to investigate the effect of context-dependent privacy norms on privacy concerns among smartphone app users. Partial least squares structural equation modelling (PLS-SEM) approach was applied to test on 154 valid responses using structured survey questionnaire. Our finding reveals lack of corporate transparency and illusory informed consent may deprive consumers of privacy control, and inappropriate flow of information may further breach their integrity of privacy based on contextual integrity.

Suggested Citation

  • Sanjay Mohapatra & Komal Goel, 2025. "Power - responsibility dynamics and consumer privacy predicament in smart phone applications marketplaces," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 37(1), pages 42-63.
    • Handle: RePEc:ids:ijbire:v:37:y:2025:i:1:p:42-63
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