Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

Privacy Regulation in the Age of Artificial Intelligence

Privacy Regulation in the Age of Artificial Intelligence

Privacy regulation in the age of artificial intelligence
Christelle Aubert-Hassouni Julien Cloarec


Several disciplines (e.g., social sciences, psychology, marketing or information systems) have taken interest in the definition of privacy (Stone et al., 1983: 460), focusing on information privacy. Information privacy gathers two dimensions of privacy, communication and personal data, as opposed to two other dimensions of privacy, individual privacy and behaviour (Clarke, 1999). Information privacy is thus defined as the individual desire to be able to control or influence the acquisition and potential use of their personal data by third parties (Belanger et al., 2002; Westin, 1967).

If privacy is divided into three dimensions, secrecy, the possibility of social ...

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