Privacy research has paid little attention to consequences and peculiarities when firms share consumer data with a third party. Thus, we explore consumers' distinct standpoints regarding an impact on their perceived privacy risks due to a data sharing cooperation between two firms. We identified...

Privacy research has paid little attention to consequences and peculiarities when firms share consumer data with a third party. Thus, we explore consumers' distinct standpoints regarding an impact on their perceived privacy risks due to a data sharing cooperation between two firms. We identify...