Business Commons^™

Investigation Of Privacy Within Health Marketing, Digital Activism, And International Contexts, Alec N. Slepchuk

Doctoral Dissertations

Privacy, which has a long history of academic inquiry across multiple disciplines, is critically important to modern marketing. Advances in digital information technologies have allowed marketers to provide personalized services to consumers at the cost of their privacy. However, as new technologies increase privacy tensions across all facets of life, so does the need for situational scholarship on privacy. This dissertation uses a variety of datasets, theories, and analytical methods to examine three important privacy contexts: healthcare (industry), activists (actors), and countries (nations). Essay 1 draws on justice theory to examine the role of fairness in consumers’ decision to use …