Southern Miss professor presents research on digital privacy and consumer behavior at AIB-SE Conference

Thursday, 21.11.2024 – 15:05 | By: Dena Temple

A study conducted by Dr. Marco Wolf and co-author Dr. Wendy Ritz examines the impact of the data breach
on Brand Trust in France and the United States

Dr. Marco Wolf, professor of marketing at the University of Southern Mississippi (USM) Gulf Park School of Leadership, recently presented new research at the annual conference of the US-Southeast Chapter of the Academy of International Business (AIB-SE). ) in St. Louis, Missouri. The study, in collaboration with Dr. Wendy Ritz, associate professor of marketing at Florida State University, investigates the effectiveness of privacy policies in building brand trust and consumer perception when data breaches occur.

The research, titled “Digital Privacy Concerns, Culture, and Consumer Behavior: The Impact of Data Breaches on Brand Trust,” examines the views of consumers in France and the United States, two countries with different cultural aversion to risk (Hofstede, 1984). and approaches. to the regulation of privacy on the Internet.

“As data breaches become more widespread, it is critical for brands to understand how consumers respond and what shapes their trust and tolerance when these incidents occur,” said Dr. Wolf. “This research provides important insights that can help marketers develop more effective privacy policies. and crisis management strategies’.

The study found that cultural differences between France and the US had a significant impact on consumer reactions to data breaches. French consumers showed lower tolerance and a more severe deterioration in brand trust compared to their American counterparts.

“The findings highlight the need for brands to adapt their privacy and security approaches based on cultural nuances,” added Dr. Wolf. “A one-size-fits-all strategy is unlikely to be effective in building consumer confidence and resilience across markets.”

Contact the School of Leadership for more information about the research conducted by Dr. Wolf and Ritz.