Publication Date
1-2026
Document Type
Article
Abstract
This paper discusses how personal data exchanges can be examined using social exchange theories. The focus in on how personal data exchanges which are often perceived by consumers as empowering, may empower firms more instead. Key privacy related concepts are explained. Personal data exchanges between consumers and firms are then examined through the lenses of eight social exchange theories thereby presenting an organizing framework for future researchers who may investigate them. The first theory examines a fundamental concept—marketing as exchange. The next three theories focus on the consumer as an independent and rational actor and look at personal data exchanges through the lenses of the privacy calculus, privacy paradox, and personalization-privacy paradox. The four remaining theories focus on the consumer and firm as interdependent actors seeking mutually beneficial relationships and are therefore relational. They include personal data exchanges through the lenses of contextual integrity, power-dependence, justice, and affect. The paper ends with suggestions for future research.
Page Range
100-118
Journal Title
Journal of Strategic and International Studies
Volume (Issue)
Volume XIX Number 1 2026
Journal ISSN
2326-3636
Recommended Citation
Iucolano, Donna Ph.D., "Personal Data as Exchange: An Examination and Conceptual Framework Using Social Exchange Theory" (2026). Business: Faculty Publications. 4.
https://digitalcommons.molloy.edu/bus_facpub/4
Document Version
Publisher's PDF
