Privacy and security in mobile technology: A bibliometric analysis for marketing strategies

Privacy and security have become critical issues within the realm of mobile technology (MT), drawing increasing attention from both academics and business community. In response, scholars across computer science, engineering, management, and marketing have increasingly addressed these concerns, recognizing their significance in theory and practice. However, the broad spectrum and the multidisciplinary nature of publications within this topic have led to a fragmented body of literature that needs a cohesive structure. This study aims to unify the existing knowledge by offering a comprehensive overview of academic contributions at the intersection of MT, privacy, and security. Specifically, it examines how privacy and security considerations influence segmentation, targeting, and positioning strategies. A bibliometric analysis was performed using Bibliometrix software along with Biblioshiny and PlantUML tools, applying both performance analysis and science mapping techniques. One thousand fifty-seven documents were sourced and analyzed from the Web of Science database, covering the years 1996–2023. Key findings include the identification of an emerging cluster on “machine learning” and a niche cluster labeled “sensors.” The results underscore significant gaps in the existing literature, paving the way for future research to address ongoing challenges and explore new opportunities in MT and marketing strategies related to privacy and security.