152096 20260306152056.0 doi 10.3390/su132011208 sideral 126537 ART-2021-126537 eng Hemker, S. The transformation of data marketing: How an ethical lens on consumer data collection shapes the future of marketing 2021 Access copy available to the general public Unrestricted With a mass of customer data at our fingertips and the ability to use it to individualize promotion strategies, marketing communications, and product offerings, marketing activities are becoming more and more tailored to the individual customer. However, as concerns about online privacy and the handling of personal data take on an ever-increasing significance, marketers must increasingly evaluate and adapt their personalization and data collection methods. As a result, there is an increasing demand to take a critical look at the collection of data for personalization processes from an ethical perspective and to consider implications for further initiatives to maintain consumers’ trust. This research study utilizes a systematic literature review approach to investigate the current state of knowledge on the tradeoff between personalization and customer privacy by synthesizing and integrating extant knowledge. From the results of the present study’s search process, 20 articles were selected and analyzed for this review. Findings emphasize the importance of strengthening consumer relationships by increasing consumer trust, loyalty, confidence, and emotional attachment through specific organizational activities. The adaptation of marketing-related activities can thereby create a competitive advantage for data-collecting companies, as consumer backlash and privacy concerns decrease, and the willingness to disclose data increases. The current research contributes to the field of marketing by reviewing the issue of increasing personalization at the cost of customer privacy and explores how the resulting ethical considerations may affect the future of marketing practices. It thereby serves to help marketeers to implement effective strategies to ensure customer relationships and the resulting willingness to disclose personal data for personalization processes. info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es 3.889 2021 ENVIRONMENTAL STUDIES 57 / 128 = 0.445 2021 Q2 T2 ENVIRONMENTAL SCIENCES 133 / 279 = 0.477 2021 Q2 T2 GREEN & SUSTAINABLE SCIENCE & TECHNOLOGY 35 / 47 = 0.745 2021 Q3 T3 GREEN & SUSTAINABLE SCIENCE & TECHNOLOGY 7 / 9 = 0.778 2021 Q4 T3 0.664 2021 Energy Engineering and Power Technology 2021 Q1 Renewable Energy, Sustainability and the Environment 2021 Q1 Management, Monitoring, Policy and Law 2021 Q1 Geography, Planning and Development 2021 Q1 5.0 2021 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Herrando, C. Universidad de Zaragoza (orcid)0000-0002-2653-2473 Constantinides, E. 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 13, 20 (2021), 11208 [13 pp.] Sustainability (Basel) Sustainability (Switzerland) 2071-1050 265501 http://zaguan.unizar.es/record/152096/files/texto_completo.pdf Versión publicada 2859389 http://zaguan.unizar.es/record/152096/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:152096 articulos driver 2026-03-06-15:18:36 ARTICLE