Johanna Horppu’s recent doctoral dissertation in marketing extends the understanding of privacy in the context of digital technologies and personal data. According to the research, privacy-related decisions are not made in a vacuum. Instead, consumers’ understanding and experience of privacy evolve moment by moment, influenced by various factors.
“Our understanding of privacy takes form in everyday life and is shaped by the views we encounter in the media or through our interactions with various technologies,” Horppu explains.
The dissertation approaches privacy as a sociomaterial concept, suggesting it emerges through the interaction of social and material elements. Social elements include, for instance, societal narratives around the significance of privacy, while material elements encompass everyday technologies.
The dissertation comprises three sub-studies, all focusing on the context of emerging technologies. The studies analyse, for example, how the future of privacy is envisioned in media content about the metaverse, a new kind of virtual reality. Data was also gathered from workshops where the participants explored privacy issues related to the future smart home using a speculative role-playing game. Overall, the research highlights that the experience of privacy builds on emotional responses.
“In marketing, privacy is often viewed through a rational lens assuming that consumers weigh the pros cand cons of sharing data with companies. However, my research suggests that these decisions are largely driven by emotions experienced in each situation, making behaviour difficult to predict,” Horppu notes.
Companies should therefore pay more attention to the emotional and situational nature of privacy. It is not enough to simply offer more information about data practices
“Privacy policies are often lengthy and difficult to understand. Instead, companies need more innovative ways to communicate with their customers in ways that help them form an emotional connection to the collected data,” Horppu clarifies.
In addition, there is a need for greater dialogue between companies and consumers, and more flexibility for individuals to choose when and how their data is shared. In the long run, such an emphasis on privacy can serve as a competitive advantage for companies.
Privacy also matters at the societal level
The dissertation also provides insights for policymakers, highlighting how privacy extends beyond individual concerns and is tightly intertwined with issues of surveillance and power in society.
“Public discussions tend to focus on the individual’s responsibility to protect their data. While this is important, we should also consider how, at the societal level, privacy connects to large-scale data collection and its potential use as a tool of power,” Horppu explains.
Ultimately, privacy is a complex and often contradictory concept. Companies are expected to protect consumers’ privacy while also offering personalised services. Consumers, in turn, express concern over how their data is collected but still want to enjoy the benefits of personalisation.
“My dissertation offers a deeper understanding of how privacy is shaped through dynamic interactions between various entities. With this perspective, we can begin to navigate the tensions that surround privacy in a more balanced and informed way,” Horppu concludes.
Public defence on Friday 6 June
M.Sc. (Business Administration) Johanna Horppu’s doctoral dissertation in the field of Marketing titled Reconceptualising Privacy in a Digital World: A sociomaterial perspective will be publicly examined in the Faculty of Management and Business at Tampere University in the Väinö Linna auditorium (Linna building, Kalevantie 5) at 12 o’clock on June 6, 2025. The Opponent will be Docent Niklas Sörum from Borås University. The Custos will be Professor Hannu Saarijärvi from the Faculty of Management and Business.