Qualitative study identifies stalking behavior and online personalized marketing as dimensions of creepy marketing, suggesting implications for marketing strategies.
In this explorative paper we develop three dimensions of a new construct, Creepy Marketing (hereafter CM). First we discuss the impact of online personalized marketing on consumers. Based on this discussion a qualitative study examines both annoying marketing and creepy marketing from a consumer’s perceptive. Results distinguish annoying marketing, defined primarily as tactics, from CM, defined predominately as feelings. Based on the study, CM consists of three dimensions: invasion of privacy, stalking behavior and violation of social norms. Each of these dimensions is discussed and directions for future research are provided.
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Robert Moore (2015) studied this question.
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