Revisiting privacy in interactive marketing: perspectives from Asian consumers

Purpose The continued diversification of digitalization across continents has complicated the dynamic interaction between consumer and information, leaving privacy increasingly challenging. With privacy literature dominated by U.S.-centric and Western cultural contexts, which largely omits the unique Asian cultural landscapes, this paper aims to bring the Asian perspective within the consumer privacy research lens, providing a theoretical framework underscoring cross-cultural differences. Design/methodology/approach This paper employed a systematic literature review (SLR) approach on consumer privacy literature in Asia between 2013 and 2023. A total of 66 studies were obtained. Findings This SLR identified the constructs and perspectives from Asian consumers’ privacy behavior studies. A nomological framework of the antecedents, mediators, moderators and outcome variables was synthesized. The results contested the stereotype on Asian consumers’ privacy demands and concerns, while also identifying major explanatory theories and their applications. Prior studies mainly focused on consumer–retailer contexts, with cursory attention to the consumer–institution interaction, where trust has proven to be an effective resolute approach in Asian consumer privacy studies. Originality/value Responding to the need for a more purposeful examination of cross-cultural differences in privacy concerns, this paper expands current understanding of Asian consumers’ viewpoints, while advancing the knowledge of global consumer privacy research. Four future research avenues are identified: level of analysis, analytical framework, trust-building strategy and in-depth investigation through evolving perspectives.