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Knowing is Half the Battle - The Influence of Marketers' Privacy Literacy on SMEs' Privacy Orientation

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  • Friesenecker, Matthias
  • Gotsch, Mauro Luis
  • Schögel, Marcus

Abstract

Marketers are in a unique position to improve customers' data privacy but often lack the necessary know-how. Hence, this study examines the link between marketers' privacy literacy and their firms' privacy orientation.

Suggested Citation

  • Friesenecker, Matthias & Gotsch, Mauro Luis & Schögel, Marcus, 2022. "Knowing is Half the Battle - The Influence of Marketers' Privacy Literacy on SMEs' Privacy Orientation," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(2), pages 36-43.
    • Handle: RePEc:zbw:hsgmrs:276181
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    References listed on IDEAS

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    1. Tamara Dinev & Paul Hart, 2006. "An Extended Privacy Calculus Model for E-Commerce Transactions," Information Systems Research, INFORMS, vol. 17(1), pages 61-80, March.
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