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Marketing Implications of Information Society Privacy Concerns

Author

Listed:
  • Gheorghe ORZAN

    (The Bucharest University of Economic Studies, Romania)

  • Cãlin VEGHEª

    (The Bucharest University of Economic Studies, Romania)

  • Cãtãlin SILVESTRU

    (The Bucharest University of Economic Studies, Romania)

  • Mihai ORZAN

    (The Bucharest University of Economic Studies, Romania)

  • Ramona BERE

    (The Bucharest University of Economic Studies, Romania)

Abstract

Privacy has become over the last decade one of the foremost social concerns, since the arrival of cheap and ubiquitous surveillance of both online and offline behavior. The Internet has facilitated access to intimate user knowledge for both official and private agents and most of modern marketing strategies are based on a wealth of personal user data used to target its specific needs and expectations, a process that has its obvious pros and cons, which have been heavily debated intensively in both academic and social venues. Our paper attempts to uncover some of the most important privacy-related aspects of modern consumers, with a focus on their preferences for information access, marketing messages exposure, attitudes towards disclosing, capturing, processing and employment of their personal data, as well as their attitude towards various forms of media associated with our modern Information Society.

Suggested Citation

  • Gheorghe ORZAN & Cãlin VEGHEª & Cãtãlin SILVESTRU & Mihai ORZAN & Ramona BERE, 2012. "Marketing Implications of Information Society Privacy Concerns," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(5), pages 733-741, December.
    • Handle: RePEc:rom:rmcimn:v:13:y:2012:i:5:p:733-741
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    References listed on IDEAS

    as
    1. 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

    marketing strategy; privacy; ICT; interactive marketing; social media;
    All these keywords.

    JEL classification:

    • P2 - Political Economy and Comparative Economic Systems - - Socialist and Transition Economies
    • P21 - Political Economy and Comparative Economic Systems - - Socialist and Transition Economies - - - Planning, Coordination, and Reform
    • O52 - Economic Development, Innovation, Technological Change, and Growth - - Economywide Country Studies - - - Europe

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