Data Privacy in Retail: A Bibliometric Analysis

• Published in: Revista Interdisciplinar de Marketing Vol. 13; no. 2; pp. 154 - 172
• Main Authors: Flores, Alina, Dorneles, Lucas
• Format: Journal Article
• Language: English
• Published: 24.09.2023
• ISSN: 1676-9783; 1676-9783
• DOI: 10.4025/rimar.v13i2.66702

Data privacy is an issue that is catching the attention of the retail research area, especially with the technological advances in data collection and analysis that impact the consumer's perception of safety. As publications on this subject have increased significantly in recent years, a review of academic knowledge is needed. In order to address this, our study conducts a comprehensive review of the privacy literature. Our investigation of the intersection between data privacy and retail literature is a bibliometric analysis. In this paper, 31 years of publications were collected from two sources of bibliographic databases: Web of Science and Scopus, with 413 articles in total. To facilitate our analyses, we use the Bibliometrix package in R language. Our analysis revealed that this is a subject growing in size and relevance, but the intellectual structure of the field is fragmented. We also discussed, based on the conceptual structure of the publications, ideas for future research regarding privacy and retail.