The Role of Digital Marketing Governance in Protecting Data Privacy and Consumer Rights in the AI Era, Tareq Hashem, Prabha Kiran, Eman Abd-El-Salam, Ala’ Adili
Tareq Nael Hashem
Marketing Department, Faculty of Business
Applied Science Private University
Amman
Jordan
ORCID ID: 0000-0001-9564-931X
Prabha Kiran
Westminster International University in Tashkent
Uzbekistan
ORCID ID: 0000-0002-9256-8407
Eman Mohamed Abd-El-Salam
Marketing and International Business Department
Arab Academy for Science, Technology and Maritime Transport (AASTMT)
Alexandria
Egypt
ORCID: 0000-0003-1094-5780
Ala’ Adili
Business Administration
Palestine Ahliya University
Bethlehem
Palestine
ORCID: 0009-0000-0346-3906
Type of Paper: Research
Received: 31 December 2025 / Revised: 8 August 2026 / Accepted: 25 August 2026 / Published: 12 September 2026
DOI: 10.47556/J.WJEMSD.22.6.2026.1
Purpose: To shed the light on the concept of digital marketing governance and its role to guarantee data privacy and consumer rights from the perspective of consumers themselves in terms of governance (data security, consent management, data governance frameworks, ethical use of data and continuous improvement) in the age of Artificial Intelligence (AI).
Design/Methodology/Approach: A quantitative methodology was employed through a self-administered online questionnaire.
Findings: Digital marketing governance has a positive role in guaranteeing data privacy and consumer rights from perspective of consumer themselves. Ethical use of data was reported to be the most influential.
Originality/Value: The present research is the first attempt to empirically investigate consumers’ perceptions.
Practical Implications: Findings provide the marketers, platforms and regulators with concise consumer priorities towards credible digital marketing regulation. This study is the first to provide empirical evidence from the perspective of the consumer in the relationship between digital marketing governance and data privacy and rights in an AI-powered context.
Keywords: Artificial Intelligence; Digital Marketing; Digital Marketing Governance; Consumer Rights; Ethical use of Data; Data Security.
Citation: Hashem, T. N., Kiran, P., Abd-El-Salam, E. M. and Adili, A. (2026): The Role of Digital Marketing Governance in Protecting Data Privacy and Consumer Rights in the AI Era. World Journal of Entrepreneurship, Management and Sustainable Development (WJEMSD), Vol. 22, No. 6, pp. 495-508.