¶ … Privacy: E-Marketing as a Threat to Privacy
Privacy is one of the most complex issues facing e-commerce today. Due to advances in information technology, it is becoming harder for individuals to maintain control over their personal information. More specifically, the advent of the information age has brought with it numerous concerns particularly because the accessibility of the internet allows for easy collection, processing, storage and utilization of personal information by multiple parties, which they use to their own advantage (Pavlou, 977). When it comes to e-commerce, information privacy is also a major source of concern because firms make use of their websites to gather information about their consumers, and they utilize this information to develop marketing strategies and conduct customized promotions. One study by PriceWaterhouseCoopers (PWC), for example, revealed that two thirds of all customers surveyed would embrace e-commerce more if they knew retail sites would not misuse their personal information (Willison and Warkentin, 2).
Defined as the concept of controlling how an individual's personal information can be used and controlled, information privacy can be viewed as both a moral and legal right (Pavlou, 978). The effects of information privacy concerns, therefore, can be felt by individuals at a personal level in their homes and even at their places of work. For instance, Willison and Warkentin give another example of a survey by PwC which established that employers viewed current and former employees as the biggest threat to information privacy within an organization (2). As e-marketers target consumers from wherever they are, capabilities of new electronics and their presence in homes have also allowed new classes of attacks by technology savvy burglars, in addition to facilitating traditional crimes (Denning, Konho and Levy, 95). It is therefore rather accurate to state that e-marketing is a threat to privacy and companies would benefit more if they guaranteed consumers the privacy of their personal information. To further analyze the effects of information privacy concerns, this text takes a look at reasons why e-marketing can be considered a threat to privacy and evaluates how the threat can be reduced.
E-marketing as a threat to privacy
E-marketing is the application of marketing techniques and principles...
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