Lincoln Memorial University (LMU) School of Business faculty Dr. Kelsey Metz, dean; Ms. Joy Williams, instructor of business; and Ms. April Anderson, director of accreditation, assessment and operations, recently had their research published in the Journal of Marketing Theory and Practice.
Their article, “The Ethical Concerns Associated with Big Data and Artificial Intelligence (AI) Use for Segmentation, Targeting, and Positioning Strategies in Large and Small Organizations,” appears in the journal’s special issue, “Finding the Balance Between Big Data, Analytics, and Ethics.” The Journal of Marketing Theory and Practice maintains an acceptance rate of eight percent.
“Our research explores the ethical challenges businesses face when using big data and AI to inform marketing strategies,” said Metz. “We sought to highlight both the risks and the opportunities for organizations of all sizes, while offering frameworks that support ethical compliance and long-term competitiveness.”
The study synthesizes existing literature to examine ethical concerns related to segmentation, targeting and positioning in marketing. It also presents a framework that outlines how organizational size affects the use of data-driven strategies, as well as recommendations for ensuring responsible practices.
“Having this article published in such a respected outlet underscores the quality of research being conducted within the LMU School of Business,” said Metz. “Our faculty are prolific in their scholarly contributions and regularly present and publish work that addresses real-world challenges.”
The Journal of Marketing Theory and Practice is an internationally recognized, peer-reviewed journal dedicated to advancing rigorous and relevant scholarship that is both relevant to practitioners. Each research article undergoes a rigorous double-anonym peer-review process.
Lincoln Memorial University is a values-based learning community dedicated to providing educational experiences in the liberal arts and professional studies. The main campus is located in Harrogate, Tennessee. For more information about the undergraduate and graduate programs available at LMU, contact the Office of Admissions at 423-869-6280 or e-mail at admissions@LMUnet.edu.
