How do privacy protection laws and regulations enhance the effectiveness of personalization in marketing? Analyzing the decreased personalized advertising avoidance behavior: The mediating roles of privacy risk and privacy control

Abstract

In today's digital landscape, where consumer privacy concerns loom large, understanding the dynamics between privacy laws, personalization in marketing, and consumer behavior is paramount. This study investigates how privacy protection laws augment the potency of personalized marketing strategies while mitigating consumer avoidance of personalized advertisements. Through an intricate analysis of mediating factors, specifically privacy risk and privacy control, we illuminate the pathways by which robust privacy regulations cultivate consumer trust in personalized marketing initiatives. By employing a comprehensive theoretical framework and empirical examination, this research sheds light on the transformative influence of privacy laws in shaping consumer perceptions and actions in the realm of personalized advertising. With profound implications for marketers and policymakers alike, this study underscores the importance of embracing a privacy-centric approach to marketing, thereby fostering a harmonious balance between personalization and consumer privacy rights in the digital era.