Towards a Privacy Framework
20 Pages Posted: 17 Nov 2009
Date Written: November 16, 2009
The increasing capture of more detailed personal data by organisations in the 21st century has given rise to increasing consumer privacy concerns, which undermine profitable buyer-seller relationships. As a result, there has been increasing academic interest in the notion of privacy, due to a growing inability by consumers to control their personal data and rising countermeasures by customers to protect their privacy. However, progress in this area has been hampered by the persistence of numerous and differing definitions of the term. In response to this, this paper proposes a framework of privacy as a subjective function based on 7 elements of privacy identified through the critical review of conceptual and empirical literature. This comprehensive framework allows privacy to be operationalised and help marketers to reduce potential consumer privacy intrusion.
Keywords: Privacy, Conceptualization
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