The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing

Round 1

Reviewer 1 Report

First, I would like to congratulate the authors for their work. You can tell that it took them some time o prepare it.

As it is a research done on secondary data, I would have expected to use more resources... but probably this is the starting point for a PhD thesis, the theoretical part, in which case, I can understand...

Author Response

The authors would like to thank the editor for the opportunity to revise the manuscript and for the reviewers’ invaluable advice and suggestions. The issues arose have been addressed substantially which resulted in a much improved manuscript. Please see below our comments and the attached revised manuscript (sustainability- 1336419). Following the highlighted recommendations, the revision can be summarized in the following bullet points:

• The introduction section has been improved, highlighting the implications and the motivation, and adding the research question of the study.
• Some relevant references have been added.
• The methods argumentation and explanation have been further elaborated.
• The conclusions and implications discussion has been improved.

The authors sincerely appreciate the direction that this anonymous reviewer has provided. Following the reviewer’s recommendation we have elaborated some parts further.

Reviewer 2 Report

The idea of personalized and localized marketing (advertising) is interesting and needs a study regarding the privacy of consumer's information. As much as I appreciate the overall objective of the paper, it seems like the authors have not given enough time to do the analysis. 

Specifically,

• The methodology is not well presented.
• The result section is just a summary (which looks more like something that could be included in brief in the discussion section)
• The way the articles are summarized (in a written form) has made it difficult to understand. It would have been simple if it was presented in a table or figures.

Thank you.

Author Response

Many thanks for the recommendation. Following the reviewer advice, we have improved the introduction section by highlighting the research gap and contribution. We have also added updated and relevant references to better position the manuscript.

Following the reviewer’s recommendation the conclusions and implications discussion has been improved.

Following the highlighted recommendations, the revision can be summarized in the following bullet points:

• The introduction section has been improved, highlighting the implications and the motivation, and adding the research question of the study.
• Some relevant references have been added.
• The methods argumentation and explanation have been further elaborated.
• The conclusions and implications discussion has been improved.

Reviewer 3 Report

This article clearly maps out the topics to be discussed in the marketing concept. The level of readability is also very good and easy to understand. The description of the research method is also easy to understand for the SLR approach. Personally, this article is easy to read so that it gives us the opportunity to understand modern marketing concepts that are updated in a clear, concise, and concise manner. Congratulations

Author Response

Thank you very much for the revision. The authors sincerely appreciate the direction that this anonymous reviewer has provided.

 

Reviewer 4 Report

Thank you for the article. Please consider following observations. 

Title: Either all words should be capitalized, or none. 

Data size: size of 20 articles are not sufficient to deduce any conclusion. Number of articles should be much more.

Introduction lacks innovation, theoretical and practical implication of the study. Add it please. 

Why no hypothesis or research question? It must be present.

What method did you adopt for collecting the articles? What was the collection method criteria/technique.

What is the conclusion of the study? The article fails to present any conclusion. 

Author Response

Thank you very much for the revision. The authors sincerely appreciate the direction that this anonymous reviewer has provided. The issues raised have been addressed substantially to improve the manuscript. Following the recommendations, we are going to improve each part accordingly. Specifically, the introduction section has been improved, highlighting the implications and the motivation. Likewise, we have added the research question of the study. Some relevant references have been added. The methods argumentation and explanation have been further elaborated. The conclusions and implications discussion has been improved.

Following the highlighted recommendations, the revision can be summarized in the following bullet points:

• The introduction section has been improved, highlighting the implications and the motivation, and adding the research question of the study.
• Some relevant references have been added.
• The methods argumentation and explanation have been further elaborated.
• The conclusions and implications discussion has been improved.

 

Round 2

Reviewer 2 Report

I would like to appreciate the effort exerted by the authors to improve the manuscript according to the comments given by me and other editors.

Good luck!

Reviewer 4 Report

Paper can be accepted now.