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Purpose: The general study focused on investigating the impact of data privacy laws on digital marketing practices. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to the impact of data privacy laws on digital marketing practices. Preliminary empirical review revealed that privacy laws such as GDPR, CCPA, APPI, and LGPD significantly transformed digital marketing practices, necessitating a shift towards more ethical and transparent data handling. These regulations increased compliance costs and administrative burdens but also improved data security and consumer trust. Companies that proactively adapted to these regulations by investing in robust data protection measures experienced enhanced consumer engagement and brand loyalty. The study highlighted the critical role of privacy-enhancing technologies in facilitating compliance and maintaining effective marketing strategies. Overall, the impact of data privacy laws was profound, requiring ongoing adaptation and innovation in digital marketing practices to balance regulatory compliance with consumer trust. Unique Contribution to Theory, Practice and Policy: The Theory of Planned Behaviour (TPB), Institutional Theory and Technology Acceptance Model (ATM) may be used to anchor future studies on data privacy laws. The study recommended several strategies for advancing the understanding and implementation of data privacy laws in digital marketing. It suggested that future research should explore the relationship between data privacy regulations and consumer behavior to develop effective marketing strategies. Businesses were advised to adopt proactive compliance measures, invest in data protection technologies, and educate consumers about their privacy rights. Policymakers were encouraged to develop balanced regulations through stakeholder collaboration and to harmonize international data privacy standards. The study also emphasized the importance of promoting privacy-enhancing technologies through public-private partnerships and government incentives to safeguard consumer data while supporting marketing innovation.
Kotch Obudho (Fri,) studied this question.