Purpose – This paper aims to investigate how marketing leakage to undesired audiences, a common phenomenon in today's globally connected world of consumers, impacts on the target audience, and how marketers can mitigate the negative effects of leaked marketing. Design/methodology/approach –...

The paper presents a model that suggests that four relationship variables traditionally found to affect behavior beneficial to the firm also increase consumers’ disclosing intimacy. Employee benevolence, credibility, image, and consumers’ satisfaction with the relationship to the employee...