Online Privacy and Marketing: Current Issues for Consumers and Marketers

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Author(s): Betty J. Parker (Western Michigan University, USA)
Copyright: 2009
Pages: 13
Source title: Online Consumer Protection: Theories of Human Relativism
Source Author(s)/Editor(s): Kuanchin Chen (Western Michigan University, USA)and Adam Fadlalla (Cleveland State University, USA)
DOI: 10.4018/978-1-60566-012-7.ch012

Keywords: Business & Management / Business Science Reference / Consumer Management / E-Commerce

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Abstract

Marketing practices have always presented challenges for consumers seeking to protect their privacy. This chapter discusses the ways in which the Internet as a marketing medium introduces additional privacy concerns. Current privacy issues include the use of spyware and cookies, word-of-mouth marketing, online marketing to children, and the use of social networks. Related privacy practices, concerns, and recommendations are presented from the perspectives of Internet users, marketers, and government agencies. The chapter concludes with a discussion of the ways in which consumers’ privacy concerns, as they apply to Internet marketing, would benefit from additional research.

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Online Privacy and Marketing: Current Issues for Consumers and Marketers

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