Consumer reactions to online behavioural tracking and targeting

Abstract

This study investigated whether norms of self-disclosure of one's online and offline identity are linked to online disclosure of personal and intimate information. We expected online disclosure of personal and intimate information to be associated with norms of online disclosure. Secondary analysis of the 2006 Pew and American Life Survey of parents and teens data set was conducted to test the study's hypotheses. A weak relationship emerged between adherence to norms supporting the disclosure of offline and online personal information. Supporting theories of computer-mediated communication, our findings show a strong relationship between adherence to norms of online identity disclosure and the disclosure of personal information online through the posting of personal photos, videos, and an online profile.