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).
A quantitative methodology was employed through a self-administered online questionnaire.
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.
The present research is the first attempt to empirically investigate consumers’ perceptions.
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.
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.
