Researcher ORCID Identifier
0009-0006-0642-0059
Graduation Year
2025
Date of Submission
4-2025
Document Type
Campus Only Senior Thesis
Degree Name
Bachelor of Arts
Department
Economics
Reader 1
Julio Garin
Terms of Use & License Information
Rights Information
2025 Mitchell K Mashiko
Abstract
This thesis examines how recent digital privacy regulations, specifically the California Consumer Privacy Act (CCPA) and Apple's iOS 14.5 App Tracking Transparency update, have affected the marketing efficiency of a subsample of 63 publicly traded companies across various sectors, firm sizes, and ecommerce status. Marketing efficiency is defined as total revenue divided by marketing expenses. The analysis uses firm-level financial data from 2017 to 2023, spanning industries such as apparel, sporting goods, consumer goods, food and beverage, and online tech services. While previous literature suggests that privacy laws negatively impact firm performance by reducing consumer purchases, my findings show an overall increase in marketing efficiency across firms following the enactment of the CCPA and iOS 14.5. However, the effects were heterogeneous across sectors, with certain industries, such as fashion, experiencing more significant declines.
Recommended Citation
Mashiko, Mitchell K., "Assessing the Impact of Digital Privacy Regulations on Firm Level Marketing Efficiency" (2025). CMC Senior Theses. 3898.
https://scholarship.claremont.edu/cmc_theses/3898
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.
