Marketing and Data Privacy: A Bibliometric Analysis

In marketing, data privacy encompasses the principles involved in collecting, storing, and sharing customer information, ensuring the protection of such data. This study examines publications related to data privacy and marketing publications within the Web of Science (WoS) database. Consequently, publications that include the terms "marketing" and "data privacy" in their titles, keywords, and abstracts were included in the study. The review identified 277 publications authored by 869 researchers between 2000 and 2024. The countries with the highest publications and citations are the United States, China, and the United Kingdom. Moreover, many interdisciplinary studies indicate that data privacy and marketing are intertwined from technological, social, and ethical perspectives. Furthermore, the wide geographical distribution of these publications highlights the universality of data privacy concerns in marketing from a cultural context. This issue is anticipated to become central in the future, continuing to hold critical importance for researchers and the industry.