Maseleme, Petronella2024-08-072024-08-072023Maseleme, Petronella . (2023). The Impact of Data Privacy Breaches on Consumer Privacy Concern and Patronage in the City of Johannesburg [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/40010https://hdl.handle.net/10539/40010A research report submitted in partial fulfillment of the requirements for the degree of Master of Business Administration to the Faculty of Commerce, Law and Management, WitS Business School , University of the Witwatersrand, Johannesburg, 2023The ongoing globalisation, technological advancements, and the Fourth Industrial Revolution, along with the recovery from the Covid-19 pandemic, have made digital security increasingly relevant. The shift towards conducting business and exchanging personally identifying information and personal data on digital platforms has resulted in an increased risk of cyber-attacks. The main aim of this study was to investigate data privacy breaches and their impact on consumer privacy concerns in Johannesburg. This study specifically focuses on the impact of these breaches on consumer retention within the South African context, where previous studies have not explored the phenomenon in sufficient detail. Six hypotheses were benchmarked against questions posed to 150 digital customers using cluster random sampling from employees of the City of Johannesburg and students at the University of the Witwatersrand Business School. The results were analysed using structural equation modelling, regression analysis, and analysis of variance through the use of SPSS 26 software. The findings revealed a meaningful relationship between privacy concerns, trust, assurance, regulation, and digital safety and their impact on customer retention and patronage. This study contributes to the field in three ways: conceptually, theoretically, and strategically. The results provide insights for leaders and strategists to develop multi-faceted security strategies and improve customer digital safety and online experiences.en© 2023 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.Technological advancementsUCTDFourth Industrial RevolutionInformation protectionCyber-attacksData privacySDG-9: Industry, innovation and infrastructureDissertationUniversity of the Witwatersrand, Johannesburg