Extending the Generalizability and Pragmatic Contributions to Solve Privacy Paradox

Privacy issue has increasingly become an integral part of organizations and businesses that operate within the digital era. However, heretofore, there is a lack of a systematic literature review to help scholars to integrate what has been done in previous studies when privacy issues were addressed especially the privacy paradox that still perplexes both academia and practitioners alike. Furthermore, with the inconsistency of findings regarding the privacy paradox, there is also a need
to support researchers in recognizing the substantial constructs to improve the results of their empirical papers. Therefore, this paper aims to serve as an integrated review to congregate constructs that can help scholars to improve the generalizability and pragmatic contributions when addressing privacy paradox issue. Besides the conclusion that there is a lack of empirical papers on privacy paradox published in the business, management and marketing journal publications, we also synthesize constructs such as the population of the study, methodology, cross-cultural aspect and context of the study to improve the extent of the generalizability and practical contributions of empirical paper related to the privacy paradox. The limitations and implications of this study are also discussed at the end of this paper.