This special issue of the Journal of Macromarketing investigates the transformative impact of digital technologies on marketing systems and broader societal outcomes, moving beyond the scope of firm-level innovation. The issue features three articles: one examining biodigital influencers in tourism; another analyzing data-driven patterns of global prosperity through the Legatum Prosperity Index; and a third exploring how market type moderates the relationship between privacy and customer welfare. Collectively, these contributions enrich macromarketing scholarship by employing interdisciplinary approaches and critically evaluating growth-centric assumptions. The editors advocate for future research in areas such as data governance, algorithmic ethics, and the far-reaching societal effects of technology-enabled marketing systems.
Wissal et al. (Sun,) studied this question.