Alhi mi, Hi mi Khali a; Ma diah, Alin; Al-Sulai i, Khalid Ib ahim; Abbas, Ja a
A icle
Da a secu i y and p i acy conce ns o AI-d i en ma ke ing
in he con ex o economics and business ield: an
explo a ion in o possible solu ions
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Alhi mi, Hi mi Khali a; Ma diah, Alin; Al-Sulai i, Khalid Ib ahim; Abbas, Ja a
(2024) : Da a secu i y and p i acy conce ns o AI-d i en ma ke ing in he con ex o economics
and business ield: an explo a ion in o possible solu ions, Cogen Business & Managemen , ISSN
2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-9,
h ps://doi.o g/10.1080/23311975.2024.2393743
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/326512
S anda d-Nu zungsbedingungen:
Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen
Zwecken und zum P i a geb auch gespeiche und kopie we den.
Sie dü en die Dokumen e nich ü ö en liche ode komme zielle
Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich
machen, e eiben ode ande wei ig nu zen.
So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen
(insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en,
gel en abweichend on diesen Nu zungsbedingungen die in de do
genann en Lizenz gewäh en Nu zungs ech e.
Te ms o use:
Documen s in EconS o may be sa ed and copied o you pe sonal
and schola ly pu poses.
You a e no o copy documen s o public o comme cial pu poses, o
exhibi he documen s publicly, o make hem publicly a ailable on he
in e ne , o o dis ibu e o o he wise use he documen s in public.
I he documen s ha e been made a ailable unde an Open Con en
Licence (especially C ea i e Commons Licences), you may exe cise
u he usage igh s as speci ied in he indica ed licence.
h ps://c ea i ecommons.o g/licenses/by/4.0/
Cogen Business & Managemen
ISSN: 2331-1975 (Online) Jou nal homepage: www. and online.com/jou nals/oabm20
Da a secu i y and p i acy conce ns o AI-d i en
ma ke ing in he con ex o economics and
business field: an explo a ion in o possible
solu ions
Hi mi Khali a Alhi mi, Alin Ma diah, Khalid Ib ahim Al-Sulai i & Jaffa Abbas
To ci e his a icle: Hi mi Khali a Alhi mi, Alin Ma diah, Khalid Ib ahim Al-Sulai i & Jaffa Abbas
(2024) Da a secu i y and p i acy conce ns o AI-d i en ma ke ing in he con ex o economics
and business field: an explo a ion in o possible solu ions, Cogen Business & Managemen ,
11:1, 2393743, DOI: 10.1080/23311975.2024.2393743
To link o his a icle: h ps://doi.o g/10.1080/23311975.2024.2393743
© 2024 The Au ho (s). Published by In o ma
UK Limi ed, ading as Taylo & F ancis
G oup
Published online: 20 Aug 2024.
Submi you a icle o his jou nal
A icle iews: 18190
View ela ed a icles
View C ossma k da a
Ci ing a icles: 36 View ci ing a icles
Full Te ms & Condi ions o access and use can be ound a
h ps://www. and online.com/ac ion/jou nalIn o ma ion?jou nalCode=oabm20
Ma ke ing | e iew a icle
Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2393743
Da a secu i y and p i acy conce ns o AI-d i en ma ke ing in he
con ex o economics and business ield: an explo a ion in o
possible solu ions
Hi mi khali a alhi mia, alin Ma diahb , khalid ib ahim al-Sulai ic and Ja a abbasd
aCollege o Business and economics, Qa a uni e si y, Doha, Qa a ; bChemis y educa ion Depa men , uni e si as nege i
Jaka a, eas Jaka a, indonesia; cFull P o esso o Ma ke ing, al-Rayyan in e na ional uni e si y College, in Pa ne ship wi h
he uni e si y o De by uK, Doha, Qa a ; dschool o Media and Communica ion, shanghai Jiao ong uni e si y, shanghai,
China
ABSTRACT
in e es in a i icial in elligence (ai) is widesp ead ac oss se e al indus ies, such as
ma ke ing, bu wo ies abou i s e hical and legal consequences a e inc easing. his
a icle examines conce ns ega ding da a secu i y and p i acy in ai-powe ed ma ke ing
and discusses possible emedies. he s udy compiles in o ma ion om academic a icles
using a comp ehensi e li e a u e e iew. he key conclusions emphasise issues including
da a con iden iali y, dis ibu ion, cybe a acks, aud, and disin o ma ion. add essing
hese conce ns in ol es p o iding p i acy insu ance, imp o ing echnology eadiness,
en o cing secu i y egula ions, and building egula o y amewo ks. he epo
emphasises he need o anspa ency in he use o ai by ma ke ing p o essionals,
highligh ing he need o keep clien s awa e o da a p ac ices. his esea ch es ablishes
he ounda ion o u u e in es iga ion, encou aging con inuous discussion and
examina ion o his de eloping opic.
1. In oduc ion
a i icial in elligence (ai) is an expansi e domain o compu e science ocused on c ea ing sys ems and
algo i hms capable o execu ing ac i i ies ha usually necessi a e human in elligence (Duan e al., 2019;
Feng e al., 2021). hese asks in ol e a di e se a ay o ac i i ies, such as p oblem-sol ing, speech ec-
ogni ion, lea ning, and decision-making (Duan e al., 2019; Song & Ma, 2010). he objec i e o ai is o
de elop compu e s capable o emula ing cogni i e ac i i ies, allowing hem o adap and enhance hei
pe o mance p og essi ely (Huang & us , 2021). he o igins o ai can be aced back o ancien ci iliza-
ions, whe e humanoid obo s we e depic ed in my hs and s o ies. none heless, he es ablishmen o ai
as an academic ield commenced h oughou he middle o he 20 h cen u y ( obin e al., 2020). he
ph ase ‘a i icial in elligence’ was i s in oduced in 1956 a he Da mou h con e ence, which ma ked
he ini ia ion o ocused esea ch in his domain (F anklin, 2014; obin e al., 2020). ini ially, ai implemen-
a ions mos ly concen a ed on ule-based sys ems and symbolic easoning (Duan e al., 2019; lu, 2019).
Howe e , he a ea has expe ienced a signi ican ans o ma ion wi h he eme gence o machine lea ning
and deep lea ning echnologies. cu en ly, ai plays a c ucial ole in nume ous indus ies, undamen ally
ans o ming he au oma ion o wo k, he esolu ion o p oblems, and he abili y o sys ems o adjus o
changing se ings (chin alapa i & Pandey, 2022).
he in oduc ion o ad anced ai echnologies has g ea ly e olu ionised he ma ke ing indus y spe-
ci ically in he con ex o economics and business, imp o ing decision-making, pe sonalised a ge ing,
and o e all campaign e iciency. ai in ma ke ing is he inco po a ion o a i icial in elligence me hods
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Hi mi Khali a alhi mi [email p o ec ed] College o Business and economics, Qa a uni e si y, Doha, Qa a .
h ps://doi.o g/10.1080/23311975.2024.2393743
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 9 Ma ch 2024
e ised 14 May 2024
accep ed 12 augus 2024
KEYWORDS
a i icial in elligence;
ma ke ing; da a secu i y;
p i acy conce ns;
economic; business
SUBJECTS
a i icial in elligence;
Business, Managemen
and accoun ing;
economics
2 H. k. alHi Mi e al.
and ools o enhance many aspec s o he ma ke ing p ocess (chin alapa i & Pandey, 2022; e ma e al.,
2021). his spans a wide ange o applica ions, including machine lea ning echniques, na u al language
p ocessing, and da a analy ics. he main goal is o u ilise hese echnologies o examine ex ensi e da a-
se s, comp ehend cus ome beha iou , and ex ac p ac ical insigh s ha can in o m and enhance ma -
ke ing e o s. he unc ion o ai in ma ke ing encompasses cus ome segmen a ion, p edic i e analy ics,
eal- ime engagemen h ough cha bo s, ecommenda ion sys ems, and he au oma ion o epe i i e
p ocesses. h ough he use o a i icial in elligence, ma ke e s can gene a e mo e p ecise and cus omised
expe iences o hei a ge audiences, ul ima ely leading o enhanced engagemen and con e sion a es
(kuma e al., 2019).
he in eg a ion o ai echnology in ma ke ing p esen s subs an ial di icul ies and po en ial wi hin he
cu en economic and co po a e landscape (Dwi edi e al., 2021; lou ei o e al., 2021). ai acili a es he
u ilisa ion o ex ensi e da a o achie e mo e p ecise ma ke segmen a ion, pe sonalised messaging, and
op imised ma ke ing campaigns, hence enhancing he e iciency and e icacy o ma ke ing ini ia i es
(Haleem e al., 2022). ne e heless, he issue o da a secu i y and p i acy in ai-d i en ma ke ing poses
a complex challenge in he ields o economics and business (kunz & wi z, 2024; Schlögl e al., 2019).
ai echnologies empowe ma ke e s o u ilise ex ensi e collec ions o consume da a o p ecise ad e -
ising and cus omised expe iences. ai has changed consume beha io allowing hem o shop om
home wi hou ha ing o isi a supe ma ke . his au oma ion in luences he ec ui men o new oles o
Human esou ces (H s) o build compe i i e ad an age h ough he u iliza ion o ai o imp o e he
e iciency o companies in esponding o consume needs (li e al., 2023).
Howe e , he implemen a ion o ai also gi e ise o subs an ial conce ns o e he sa egua ding o
sensi i e in o ma ion (Schlögl e al., 2019). Da a b eaches, unau ho ised access, and misuse ha e a sig-
ni ican po en ial o unde mine consume us and pose a isk o epu a ional damage o businesses
(la o e e al., 2018). Fu he mo e, wi h he ad ancemen o ai algo i hms in analysing consume
beha iou , he e is an escala ing conce n abou iola ing indi idual p i acy igh s, which could lead o
inc eased egula o y sc u iny and legal consequences (Banda a e al., 2020). hese wo ies no only
inhibi he implemen a ion o ai-d i en ma ke ing ac ics bu also ha e b oade economic epe cussions,
as hey migh discou age cus ome pa icipa ion, obs uc inno a ion, and esul in signi ican inan-
cial losses.
while esea ch on ai ma ke ing’s e ec i eness is abundan , a gap exis s ega ding he speci ic secu i y
and p i acy implica ions wi hin he economic and business con ex . exis ing li e a u e o en ocuses on
echnical aspec s o da a secu i y o explo es p i acy conce ns om a pu ely legal s andpoin . his sys-
ema ic e iew aims o b idge his gap by examining how hese issues impac businesses economically
and s a egically. i will del e in o he po en ial inancial consequences o da a b eaches o businesses
using ai ma ke ing, analyzing los cus ome us , b and damage, and po en ial egula o y ines.
addi ionally, he e iew will explo e he impac on business s a egy, in es iga ing how p i acy conce ns
migh limi da a collec ion and pe sonaliza ion, po en ially hinde ing he e ec i eness o ai ma ke ing
campaigns.
cu en esea ch o e s aluable insigh s in o po en ial solu ions, bu a comp ehensi e amewo k o
na iga ing his complex landscape is lacking. his e iew will analyze exis ing solu ions p oposed in aca-
demic li e a u e, ega ding he use o ai in ma ke ing p ac ices while p o ec ing consume p i acy by
examining cu en esea ch on da a secu i y and p i acy ac ics. his me hod allows s akeholde s o u i-
lise ai in ma ke ing e icien ly while also adhe ing o p i acy s anda ds, ul ima ely imp o ing economic
ad an ages and clien con idence. his esea ch e alua ion p o ides guidance o decision-make s in c e-
a ing e hical and endu ing ma ke ing ac ics.
2. Me hodology
2.1. Resea ch design
in his esea ch s udy, we aim o examine cu en gap in unde s anding he p ecise secu i y and p i acy
consequences o ai ma ke ing in economic and business con ex s. o achie e his goal, a sys ema ic
li e a u e e iew was conduc ed o comp ehensi ely analyze exis ing li e a u e and p opose insigh s in o
cogen BuSineSS & ManageMen 3
he in e sec ion o ai ma ke ing, secu i y, and p i acy. he p ima y esea ch objec i es o his sys ema ic
li e a u e e iew a e o answe hese esea ch ques ions:
• wha a e he p ima y challenges and implica ions o businesses u ilizing ai ma ke ing s a egies,
and how do hese conce ns impac consume us and egula o y compliance?
• wha s a egies and amewo ks can e ec i ely add ess da a secu i y and p i acy conce ns in
ai-d i en ma ke ing p ac ices, and how do hese solu ions impac business ope a ions, consume
us , and egula o y compliance?
2.2. Da a sou ce and da a collec ion
his s udy employed a sys ema ic li e a u e e iew (Sl ) s a egy o ho oughly in es iga e exis ing
esea ch on he selec ed issue. his s a egy en ails sys ema ically collec ing, me ging, and e alua ing
ele an ma e ial o p o ide aluable insigh s ha di ec he esea ch p ocess and imp o e unde s and-
ing o he issue. esea che s ollowed he P iSMa (P e e ed epo ing i ems o Sys ema ic e iews and
Me a-analyses) app oach as desc ibed by Mohe e al. (2009). he P iSMa echnique comp ises ou
s ages: iden i ica ion, sc eening, eligibili y, and inclusion (Mohe e al., 2009; e Huu ne e al., 2017).
Figu e 1 shows he P iSMa low cha ou lining he se e al s ages o his s udy.
o enhance he comp ehensi eness and eplicabili y o his Sl , a de ailed me hodology was igo -
ously employed. he P iSMa low diag am se ed as a guiding amewo k, ensu ing anspa ency and
consis ency h oughou he e iew p ocess. he ini ial s ep in ol ed he iden i ica ion o ele an da a-
bases and pape s o es ablish a obus ounda ion o he e iew. a sys ema ic sea ch s a egy was
de ised u ilizing i e s a egically chosen keywo ds: ‘da a secu i y’, ‘p i acy conce n’, ‘ma ke ing’, and he
synonymous e ms ‘a i icial in elligence’ and ‘ai’. his sea ch s ing encompassed key concep s di ec ly
ele an o he esea ch objec i es. he sea ch was conduc ed wi hin he Scopus da abases o ensu e he
inclusion o high-quali y pee - e iewed esea ch.
Figu e 1. P isma low diag am o sLR.
4 H. k. alHi Mi e al.
Se e al inclusion and exclusion c i e ia we e implemen ed o selec pape s ha aligned wi h he p e-
de ined esea ch pa ame e s. Fi s ly, english language publica ions we e p io i ized o ensu e accessibili y
and acili a e unde s anding among he in ended audience. addi ionally, he publica ion ime ame was
es ic ed o Janua y 2014 o Feb ua y 2024, e lec ing he con empo a y ele ance o he opic and
enabling he examina ion o ecen ad ancemen s and ends in he ield. Fu he mo e, pape s we e
equi ed o be hema ically ele an o he domains o economy and business, mi o ing he speci ic
ocus o he e iew on ai-d i en ma ke ing and i s implica ions o o ganiza ional s a egies and ma ke
dynamics. hese c i e ia we e me iculously chosen o ensu e he ele ance and cohe ence o he selec ed
li e a u e wi h he o e a ching esea ch objec i es.
3. Resul s and discussion
3.1. P e ailing da a secu i y and p i acy conce ns
3.1.1. P i acy conce ns: cybe a ack, scam, and alsi ica ion o in o ma ion
he impo ance o dealing wi h p i acy issues in ai-powe ed ma ke ing wi hin he economic and co po-
a e landscape is c ucial, conside ing he apid inc ease in da a ga he ing and use o pe sonalized ad e -
ising and cus ome p o iling (B ewa d e al., 2017; cheng e al., 2023; coss & Dhillon, 2019; Hille e al.,
2015; iwa i e al., 2023; wiega d & B ei ne , 2019; wie inga e al., 2021; wu e al., 2024). he g owing
dependence on ai algo i hms o analyze la ge quan i ies o pe sonal da a has made p i acy b eaches
and in o ma ion misuse a c ucial conce n (F anz & Benlian, 2022). cybe a acks pose a majo p i acy
h ea by exploi ing weaknesses in ai sys ems o ob ain sensi i e cus ome da a wi hou au ho iza ion
(Pé ez-Mo ón, 2022). Sophis ica ed phishing assaul s on ma ke ing da abases can esul in he exposu e
o pe sonal in o ma ion, such as inancial de ails and su ing his o y, which poses signi ican isks o
consume p i acy and con idence (nikkhah e al., 2024).
ai-d i en ma ke ing o e s a p i acy dange h ough schemes in ol ing heal h eco d de ices and
human- acking echnologies, leading o he exploi a ion o pe sonal heal h da a o illici ac i i ies
(Dog a e al., 2023). Misleading ma ke ing ac ics may decei e indi iduals by dis o ing heal h in o ma-
ion om wea able de ices o medical eco ds, leading o inancial abuse o iden i y he (De Moya
e al., 2021; Ma e al., 2019). hese b eaches in inge on p i acy igh s and diminish us in ai-powe ed
ma ke ing e o s, weakening cus ome con idence in online comme ce sys ems.
he alsi ica ion o in o ma ion is a signi ican p i acy issue in ai-d i en ma ke ing. Decep i e me h-
ods, including da a ampe ing (acquis i e al., 2016; cloa ec, 2022) and misin o ma ion campaigns, a e
used o in luence consume beha io and pu chasing decisions (choi e al., 2020). False ad e ising
claims and ake cus ome es imonials can decei e consume s, leading o a loss o us in he genuine-
ness o p omo ed i ems o se ices. his can cause epu a ional ha m o o ganiza ions and inancial
se backs. he combined e ec o hese p i acy challenges on economic g ow h is signi ican , since hey
educe cus ome us , discou age in es men in ai echnology, and equi e go e nmen al ac ions o
p o ec da a p i acy and educe isks. he lack o p ope sa egua ds and e hical no ms in ai-d i en ma -
ke ing leads o se e al p i acy p oblems, hinde ing inno a ion, ma ke e iciency, and sus ainable eco-
nomic g ow h.
3.1.2. Da a secu i y: da a con iden iali y and da a sha ing
Da a secu i y is a c ucial issue in economic and co po a e ope a ions, pa icula ly in ai-powe ed ma ke -
ing (Maio escu e al., 2021; wu e al., 2024). Da a secu i y is he p ac ice o sa egua ding digi al in o ma-
ion om unau ho ized access, al e a ion, o he a e e y s age o i s exis ence. he ai-d i en ma ke ing
en i onmen signi ican ly depends on analyzing la ge olumes o cus ome da a o a ge ed ad e ising
and pe sonalized ma ke ing echniques, which p esen s a majo di icul y in main aining da a secu i y
( osá io & Dias, 2023). Businesses need o p o ec sensi i e consume da a while using ai algo i hms o
analysis and e enue gene a ion. his equi es s ong enc yp ion, access con ols, and h ea de ec ion o
educe cybe isks and b eaches.
he heal hca e indus y aces a signi ican da a secu i y h ea , especially conce ning da a con iden iali y
(e mako a e al., 2020). Male olen indi iduals migh a ge he ex emely sensi i e in o ma ion held in
cogen BuSineSS & ManageMen 5
pa ien eco ds, making he con iden iali y o medical da a c ucial. iola ions o medical da a con iden iali y
no only in inge upon pa ien p i acy igh s bu also ha e signi ican e hical and legal consequences
(wadmann e al., 2023). unau ho ized access o medical da a can esul in iden i y he , insu ance aud,
o comp omise pa ien sa e y (Ja aid e al., 2023). his highligh s he con inuous s uggle o heal hca e
o ganiza ions o uphold he in eg i y and con iden iali y o medical da a by implemen ing s ic secu i y
measu es and complying wi h egula o y amewo ks.
Mo eo e , he sha ing o clien da a be ween i ms adds ano he le el o da a secu i y isk. Da a sha -
ing s a egies acili a e collabo a ion and c ea i i y bu can gi e ise o wo ies abou da a p i acy and
p o ec ion (cha e jee e al., 2023; Hayes e al., 2020; Sau a e al., 2021; Xiao e al., 2023). companies
mus manage in icacies o ensu e pe mission, openness, and accoun abili y when dealing wi h cus ome
da a. unau ho ized access o exploi a ion o sha ed da a esul in b eaches o us , epu a ional ha m,
and egula o y ines, highligh ing he impo ance o s ong da a secu i y p ocesses and isk managemen
s a egies (Habbal e al., 2024).
3.2. Explo a ion o possible solu ions
Pé ez-Mo ón (2022) iden i ied i e elemen s ha in luence he imp o emen o da a secu i y and cus om-
e s’ p i acy: ela i e ad an age, echnological eadiness, op managemen suppo , i m size, and go e n-
men policy and egula ions. Based on a comp ehensi e li e a u e e iew, se e al solu ions ha e been
p oposed o add ess da a secu i y and p i acy challenges:
3.2.1. Rela i e ad an age h ough cus ome s’ p i acy insu ance
one e ec i e way o deal wi h da a secu i y and p i acy sha ing issues is by u ilizing he idea o ela i e
ad an age wi h clien da a insu ance (cheng e al., 2023; wiega d & B ei ne , 2019). Businesses can
enhance clien sa e y by p o iding cus ome da a insu ance, educing inancial and epu a ional isks
linked o da a b eaches o unau ho ized access. his me hod encou ages i ms o in es in s ong da a
secu i y measu es and also builds us wi h cus ome s by showing a dedica ion o p o ec ing hei sen-
si i e in o ma ion. cus ome da a insu ance bene i s o ganiza ions and cus ome s by encou aging in es -
men s in da a secu i y and p o iding inancial p o ec ion in case o secu i y p oblems (cheng e al.,
2023). o ganiza ions can use his solu ion o add ess da a secu i y conce ns, build us and loyal y, and
s eng hen hei compe i i e ad an age in he ma ke place. in implemen a ion, insu e s should collabo-
a e wi h de ice manu ac u e s who can be assigned esponsibili y o ensu ing da a secu i y and ans-
mission and inc easing anspa ency ega ding da a usage, p e en ing he and manipula ion o da a by
hi d pa ies (wiega d & B ei ne , 2019).
3.2.2. Technological eadiness h ough RFID and HITAM
one e ec i e app oach o imp o ing da a secu i y and p i acy sha ing is by u ilizing adio equency
iden i ica ion ( FiD) ( ang e al., 2019) and he in o ma ion echnology accep ance model (Hi aM) (De
Moya e al., 2021; Ma e al., 2019), especially in he ealm o heal h moni o ing gadge s. FiD echnol-
ogy acili a es he e ec i e moni o ing and con ol o con iden ial medical in o ma ion, gua an eeing
sa e ans e and e en ion du ing he de ice’s li espan. Manu ac u e s can enhance secu i y in heal h
acking de ices by including FiD ags and implemen ing enc yp ion and au hen ica ion p ocesses o
sa egua d pa ien da a om unau ho ized access o modi ica ion. Fo example, ang e al. (2019) used
FiD o posi i ely con ibu e o he pe cei ed secu i y and p i acy el by p o essionals. his is because
FiD is able o help minimize human e o , he eby inc easing hei o ganiza ional e iciency.
addi ionally, De Moya e al. (2021) and Ma e al. (2019) epo ed ha Hi aM p o ides in o ma ion
on use accep abili y and adop ion o secu i y-enhancing echnologies, aiding in he smoo h in eg a ion
o da a secu i y measu es in o heal h acking de ices. Hi aM allows de elope s o pinpoin cus ome
p e e ences, conce ns, and usabili y needs o ensu e ha secu i y ea u es a e use - iendly and mee
consume expec a ions. o ganiza ions can imp o e da a secu i y and p i acy on heal h acking de ices
by using FiD echnology and Hi aM. his can help build us among use s and encou age he wide-
sp ead adop ion o hese ad anced echnologies in heal hca e se ings.
6 H. k. alHi Mi e al.
3.2.3. Top managemen suppo and company size: implemen ing mul ila e al secu i y equi emen s
Secu ing op managemen suppo by implemen ing mul ila e al secu i y c i e ia based on i m size a e
c ucial s eps o o e come da a secu i y and p i acy sha ing conce ns (e mako a e al., 2020). in eg a e
mul ila e al secu i y equi emen s analysis in o he equi emen s enginee ing p ocess o ully conside
in e ac ing secu i y demands ac oss di e en o ganiza ional unc ions. his s a egy en ails in ol ing
senio managemen in suppo ing and anking da a secu i y p ojec s while cus omizing secu i y p o o-
cols o sui he o ganiza ion’s scale and ope a ional in icacies. o implemen mul ila e al secu i y equi e-
men s, a comp ehensi e e alua ion o secu i y needs in many depa men s is necessa y (e mako a e al.,
2020). his in ol es iden i ying possible ulne abili ies and c ea ing a uni ied amewo k o deal wi h
hem. he amewo k should include s ong enc yp ion echniques, access con ols, pe sonnel aining
p og ams, and ou ine secu i y audi s o gua an ee compliance and e iciency. Businesses can p oac i ely
educe da a secu i y isks, p omo e secu i y awa eness, and p o ec sensi i e in o ma ion by ob aining
high-le el suppo and ailo ing secu i y p ocedu es o ma ch he o ganiza ion’s size (khali a alhi mi
e al., 2023).
3.2.4. Policy and egula ion: mi iga ion, policy and amewo k de elopmen
an e ec i e way o add ess conce ns abou da a secu i y and p i acy sha ing is h ough he implemen-
a ion o policies and egula ions ha a emp o minimise pe cei ed isks and imp o e p o ec ion.
Policies o cashless paymen sys ems can es ablish s ic secu i y ules and p ocesses o p o ec inancial
ansac ions and p e en unau ho ised access o sensi i e paymen da a ( ahman e al., 2020). cus omised
p i acy policies and p ocedu es o cloud compu ing se ices can gua an ee he sa e s o age and ans e
o da a by es ablishing explici ules o da a managemen and access es ic ions o sa egua d use p i-
acy (coss & Dhillon, 2019). Fu he mo e, c ea ing p i acy-p ese ing se ice amewo ks can p o ide
uni e sal s anda ds o da a anonymiza ion and enc yp ion in he indus y, enabling secu e da a sha ing
among o ganisa ions while educing he chances o unau ho ised exposu e (Piao e al., 2016).
implemen ing e hics amewo ks in indus ies such as ou ism and hospi ali y can encou age espon-
sible da a managemen by p io i ising openness, accoun abili y, and use consen in he ga he ing and
u ilisa ion o pe sonal da a (Yallop e al., 2023). Businesses and egula o y agencies may wo k oge he
o es ablish s ong policies and laws ha p o ide a secu e and e hical en i onmen o da a sha ing. his
collabo a ion will enhance cus ome us and con idence in digi al ansac ions and se ices. Fo exam-
ple, wie inga e al. (2021) iden i ied i e esponsibili ies ha mus be conside ed when analyzing con-
sume pe sonal da a: da a collec ion, da a e i ica ion, da a s o age and con ol, insigh gene a ion and
insigh dissemina ion. hese i e esponsibili ies can be implemen ed a h ee le els (cus ome s, in e me-
dia ies and companies).
u ilising policy and law o add ess da a secu i y and p i acy sha ing conce ns equi es a ho ough
app oach ha co e s many a eas o isk educ ion and adhe ence o ules. isk mi iga ion ac ics migh
include pe o ming comp ehensi e isk assessmen s o de ec ulne abili ies and applying solu ions like
enc yp ion, da a masking, and access con ols o educe hese isks (chawla e al., 2023). en o cing p i-
acy ules and p ac ices o cloud compu ing se ices gua an ees ha da a s o ed and p ocessed in he
cloud s ays secu e and is compa ible wi h ele an p i acy egula ions, such as he gene al Da a
P o ec ion egula ion (gDP ). Mo eo e , he ad ancemen o p i acy-p ese ing se ice amewo ks p o-
mo es he use o p i acy-enhancing echnology and p ac ices, cul i a ing a cul u e o da a p o ec ion
and p i acy awa eness among bo h en e p ises and cus ome s (Maio escu e al., 2021). implemen ing
e hics amewo ks in he ou ism and hospi ali y sec o s encou ages e hical da a p ac ices and esponsi-
ble use o cus ome da a, which imp o es consume us and loyal y. By inco po a ing hese policy and
egula o y measu es, o ganisa ions can educe da a secu i y isks, sa egua d consume p i acy, and
es ablish con idence and in eg i y in da a sha ing p ocedu es.
4. Conclusions
add essing da a secu i y and p i acy conce ns in ai-d i en ma ke ing necessi a es a comp ehensi e s a -
egy in ol ing echnological ad ancemen s, o ganisa ional ac ics, and egula o y guidelines. Businesses
cogen BuSineSS & ManageMen 7
can encou age in es men s in s ong da a secu i y measu es and imp o e consume us and loyal y by
using cus ome da a insu ance o capi alise on ela i e ad an ages. implemen ing adio F equency
iden i ica ion ( FiD) and he Heal h in o ma ion echnology accep ance Model (Hi aM) in heal h acking
de ices demons a es echnological ma u i y and p o ides p ac ical ways o enhance da a secu i y and
p i acy sha ing. Secu ing senio managemen suppo and cus omising global secu i y equi emen s
acco ding o i m size a e c ucial elemen s in e ec i ely handling da a secu i y conce ns. Policy and leg-
isla ion a e c ucial in educing pe cei ed isks and imp o ing da a p o ec ion by implemen ing
p i acy-p ese ing se ice amewo ks and e hics amewo ks ac oss di e en indus ies. o ganisa ions
may use hese echnologies o e ec i ely manage da a secu i y and p i acy sha ing, which will help
build us , encou age inno a ion, and p omo e sus ainable economic g ow h in he digi al age. while
his Sl p o ides aluable insigh s in o add essing da a secu i y and p i acy conce ns in ai-d i en ma -
ke ing, i unde sco es he need o u he esea ch o del e deepe in o se e al key a eas. Fu u e in es-
iga ions could ocus on he de elopmen and alida ion o comp ehensi e amewo ks in eg a ing
echnological ad ancemen s, o ganiza ional ac ics, and egula o y guidelines o bols e da a secu i y
measu es and enhance consume us .
Au ho s’ con ibu ions
concep ion and design (Hi mi khali a alhi mi and alin Ma diah); analysis and in e p e a ion o he da a (alin Ma diah);
he d a ing o he pape , e ising i c i ically o in ellec ual con en (alin Ma diah, khalid ib ahim al-Sulai i, and
Ja a abbas); and he inal app o al o he e sion o be published (Hi mi khali a alhi mi). all au ho s ag ee o be
accoun able o all aspec s o he wo k.
Disclosu e s a emen
no po en ial con lic on in e es was epo ed by he au ho (s).
Funding
Publica ion ee p o ided by Qa a na ional lib a y (Qnl).
ORCID
alin Ma diah h p://o cid.o g/0000-0003-4668-6186
Da a a ailabili y s a emen
all da a (pape s) analysed a e included in Scopus da abase.
Re e ences
acquis i, a., aylo , c., & wagman, l. (2016). he economics o p i acy. Jou nal o Economic Li e a u e, 54(2), 442–492.
h ps://doi.o g/10.1257/jel.54.2.442
Banda a, ., Fe nando, M., & ak e , S. (2020). P i acy conce ns in e-comme ce: a axonomy and a u u e esea ch
agenda. Elec onic Ma ke s, 30(3), 629–647. h ps://doi.o g/10.1007/s12525-019-00375-6
B ewa d, M., Hassanein, k., & Head, M. (2017). unde s anding consume s’ a i udes owa d con o e sial in o ma ion
echnologies: a con ex ualiza ion app oach. In o ma ion Sys ems Resea ch, 28(4), 760–774. h ps://doi.o g/10.1287/
is e.2017.0706
cha e jee, S., chaudhu i, ., g andhi, B., & gala i, a. (2023). e olu ion o s a egy o global alue c ea ion in Mnes:
ole o knowledge managemen , echnology adop ion, and inancial in es men . Jou nal o In e na ional
Managemen , 29(5), 101057. h ps://doi.o g/10.1016/j.in man.2023.101057
chawla, u., Mohno , ., Singh, H. ., & Bane jee, a. (2023). he media ing e ec o pe cei ed us in he adop ion
o cu ing-edge inancial echnology among digi al na i es in he pos -co iD-19 e a. Economies, 11(12), 286.
h ps://doi.o g/10.3390/economies11120286
