Research on Digital Privacy: Current State and Future Prospects

The introduction of digital technologies has had a profound impact on the marketing sector over the past two decades. As a result, there has been a rise in the importance of studying and talking about consumers' right to privacy. It's generally accepted that digitalization has had a significant effect on organizations and consumers. However, academics, businesspeople, and lawmakers are currently tackling the significant difficulties posed by consumer privacy worries. This article surveys the literature on privacy and digital marketing technology, keeping in mind the rapid pace at which the area is developing. This research summarizes the papers presented in a special issue on the topic of digital technology and personal privacy. Academics and professionals in the domains of communication, commerce, pricing, and product customization can learn a lot from the novel viewpoints presented in this publication, which are highlighted by the study. The findings of this study have implications for corporate and government leaders and should inspire more investigation from academia.