The second article review I did was titled ‘Do data breaches damage reputation? Evidence from 45 companies between 2002 and 2018’ from the Journal of Cybersecurity of Oxford Academic. The hypothesis is “do data breaches damage reputation”. The study found that data breaches do not always damage the reputation of the company but can have a positive effect on the company. Data breaches can have a positive and statistically significant effect on brand power as well as familiarity. In some cases negative publicity can increase sales when a product or company is relatively unknown, simply because it stimulates product awareness.

There are several principles of social science that is associated with this article. The first is Ethical neutral which means the inquiry is free of bias or is separated from the researcher’s perspectives, background, position, or conditioning circumstances. The article speaks on the positive and negative results of negative publicity which situates the article to be unbiased and neutral because of how the author speaks on both perspectives of negative press. The next principle the article is associated with is determinism. Determinism is the philosophical view that all events are determined completely by previously existing causes. Data breaches have to do with determinism because it is expected that there will be data breaches because people will try to access parts of the internet that they do not have access to, because of how the internet is set up. The last principle the article relates to is relativism. The article does not state there is an absolute truth to the hypothesis because it gives an analysis of both possibilities of positive and negative effects of what data breaches do to the reputation of companies.

The data analysis use in the article was quantitative analysis. Quantitative analysis is an analysis of a situation or event, especially a financial market, by means of mathematical and statistical modeling. The data used for this article came from the CoreBrand Index. Since 2001, CoreBrand measures several aspects of corporate brand on a quarterly basis across 1000 companies. The CoreBrand surveys executives across major corporations sampling 1600 impartial observers via phone. The interviews takes 14 to 20 minutes and the participants rate their familiarity with 40 random companies on a 1-5 Likert scale. They rate the companies based on their overall reputation, perception of management, investment potential and culture of innovation. The list of companies is random with every participant. Scores are given more weight based on familiarity based on the intuition that a respondent who lacks familiarity with a brand may be less reliable. Brand power is the product of familiarity and favorability.

As with marginalized groups, smaller businesses are greatly affected by adverse circumstances rather than large businesses, this can lead financial implications and problems with brand popularity and other heterogenous treatment.

Data breaches do not have a homogeneous effect. Rather, they depend on a number of other factors, ranging from the type of information that is breached to the degree of media exposure that publicly highlights the security incident to the underlying firm response to the incidents.

The societal contributions to the study surrounds the fact that we can generalize results from sample groups and attribute it to the entire group involved.