In the online environment, privacy is a growing concern. Technology allows marketers to covertly gather customer information and use it to personalize Web pages, improving customer relationships and increasing purchasing behavior. However, consumers are uncomfortable with information being collected without their knowledge. How can marketers understand this inherent tension?
CITATION STYLE
Taylor, D. G., & Davis, D. F. (2015). Web Site Personalization and Privacy Concern. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 14–19). Springer Nature. https://doi.org/10.1007/978-3-319-11779-9_4
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