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Exploring Privacy-Related Aspects Of The Consumers' Direct Approach

Author

Listed:
  • Călin VegheÅŸ
  • Mihai Orzan
  • Carmen Acatrinei
  • Diana Dugulan

Abstract

Organizations design marketing communication campaigns by using both the “traditional†(press, radio, television, outdoor) and/or direct media (mail, telephony, mobile telephony, and the internet),in order to attract the consumers and determine them to buy or be interested in the company's products, services and/or brands. Consumers are concerned about how the personal data they provide to organizations, as a response to the marketing campaigns they were exposed to, is captured, processed and employed. The paper explores some aspects related to consumers' attitudes towards the disclosure of personal data to companies and public entities, the assessment of aggressiveness and their perception about privacy in relation to the direct communication tools they were approached by - and presents the results obtained at the level of a sample including Romanian consumers.

Suggested Citation

  • Călin VegheÅŸ & Mihai Orzan & Carmen Acatrinei & Diana Dugulan, 2013. "Exploring Privacy-Related Aspects Of The Consumers' Direct Approach," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(15), pages 1-41.
    • Handle: RePEc:alu:journl:v:2:y:2013:i:15:p:41
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    File URL: http://oeconomica.uab.ro/upload/lucrari/1520132/41.pdf
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    References listed on IDEAS

    as
    1. Dervin, Brenda & Shields, Peter, 1999. "Adding the missing user to policy discourse: understanding US user telephone privacy concerns," Telecommunications Policy, Elsevier, vol. 23(5), pages 403-435, June.
    2. Winer, Russell S., 2009. "New Communications Approaches in Marketing: Issues and Research Directions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 108-117.
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    More about this item

    Keywords

    consumers' privacy; direct communication tools; personal data protection;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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