Personalisation-Privacy Paradox from Marketing Perspectives: Literature Review and Future Research Directions

This paper aims to provide a structured review of personalisation-privacy trade-offs among customers and suggest future research directions. Specifically, the research attempts to identify common themes within this domain, particularly the prevailing factors influencing consumer attitude and behaviour toward disclosing personal data. To this end, findings from 82 marketing papers on personalisation-privacy paradox from 2000 to 2022 were analysed and integrated through a systematic review approach. Results show that perceived benefits and perceived privacy control are major drivers whereas perceived privacy concerns are major barriers toward consumer self-disclosure behaviour. Trust in the organisation can moderate the effects of antecedent variables on the consumers’ willingness to disclose. Research gap is also identified for further studies.