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This study aims to provide a systematic review of consumer privacy literature in the context of smartphones and undertake a comprehensive analysis of academic research on this evolving research area.

This review synthesises antecedents, consequences and mediators reported in consumer privacy literature and presents these factors in a conceptual framework to demonstrate the consumer privacy phenomenon.

Based on the synthesis of constructs reported in the existing literature, a conceptual framework is proposed highlighting antecedents, mediators and outcomes of experiential marketing efforts. Finally, this study deciphers overlooked areas of consumer privacy in the context of smartphone research and provides insightful directions to advance research in this domain in terms of theory development, context, characteristics and methodology.

This study significantly contributes to consumer behaviour literature, specifically consumer privacy literature.