The Idea of digital marketing governance: ensuring data privacy and consumer rights in the age of Artificial Intelligence, Tareq Hashem, Prabha Kiran, Eman Abd-El-Salam, Ala’ Adili
Tareq Nael Hashem
Professor of Marketing, Marketing Department, Faculty of Business
Applied Science Private University
Jordan
ORCID: 0000-0001-9564-931X
Prabha Kiran
Associate Professor, Head WIUT Business Case Center
Westminster International University in Tashkent
Uzbekistan
ORCID: 0000-0002-9256-8407
Eman Mohamed Abd-El-Salam
Associate professor of Marketing Management, Marketing and International Business Department
Arab Academy for Science, Technology and Maritime Transport (AASTMT), Alexandria
Egypt
ORCID: 0000-0003-1094-5780
Ala’ N. B. Adili
Ph.D. Candidate in Business Administration
Palestine Ahliya University, Bethlehem
Palestine
ORCID: 0009-0000-0346-3906
Purpose: To shed the light on the concept of digital marketing governance and its role to guarantee data privacy and consumer rights from perspective of consumer themselves in terms of governance (data security, consent management, data governance frameworks, ethical use of data, continuous improvement) in the age of Artificial Intelligence (AI).
Design/methodology/approach: quantitative methodology was employed through a self-administered online questionnaire.
Findings: digital marketing governance has a positive role to guarantee data privacy and consumer rights from perspective of consumer themselves. Ethical use of data was reported to be the most influential.
What is original/value of the paper: The present research is the first attempt that empirically investigates the perception of consumers concerning digital marketing governance
Research limitations/implications: Results are based on self-report and convenient sampling in Jordan which restricts extrapolation.
Practical implications: Findings present the marketers, platforms and regulators with concise consumer priorities towards credible digital marketing regulation.
Keywords: Governance, Digital Marketing, Digital Marketing Governance, Consumer Rights, Ethical Use of Data, Data Security.