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Privacy Literacy: What Is And How It Can Be Measured?


  • Calin Veghes

    (Academy of Economic Studies in Bucharest Romania)

  • Mihai Orzan

    (Academy of Economic Studies in Bucharest Romania)

  • Carmen Acatrinei

    (Academy of Economic Studies in Bucharest Romania)

  • Diana Dugulan

    (Academy of Economic Studies in Bucharest Romania)


The increasing processing of the consumers‘ personal data in order to be lateremployed in a direct, personalized and interactive marketing approaches has intensified thediscussion on how to address the consumer‘s private space without affecting his or her privacy. Thepaper proposes a new concept - the privacy literacy, meant to explain the consumers‘ attitudetoward the processing of their personal data and to differentiate the direct marketing campaigns interms of their success. An index of privacy literacy is determined based on the results of a surveyconducted at the level of sample of Romanian consumers.

Suggested Citation

  • Calin Veghes & Mihai Orzan & Carmen Acatrinei & Diana Dugulan, 2012. "Privacy Literacy: What Is And How It Can Be Measured?," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(14), pages 1-36.
  • Handle: RePEc:alu:journl:v:2:y:2012:i:14:p:36

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    References listed on IDEAS

    1. VEGHES Calin & ACATRINEI Carmen & DUGULAN Diana, 2012. "A Marketing Review Over The Content Of The Consumer`S Private Space," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 0(3), pages 423-428.
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    More about this item


    privacy literacy; personal data; consumer‘s private space; direct marketing; Romania;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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