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

Author

Listed:
  • Călin VegheÅŸ
  • Mihai Orzan
  • Carmen Acatrinei
  • Diana Dugulan

Abstract

The increasing processing of the consumers' personal data in order to be later employed in a direct, personalized and interactive marketing approaches has intensified the discussion on how to address the consumer's private space without affecting his or her privacy. The paper proposes a new concept - the privacy literacy, meant to explain the consumers' attitude toward the processing of their personal data and to differentiate the direct marketing campaigns in terms of their success. An index of privacy literacy is determined based on the results of a survey conducted at the level of sample of Romanian consumers.

Suggested Citation

  • Călin VegheÅŸ & 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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    File URL: http://oeconomica.uab.ro/upload/lucrari/1420122/36.pdf
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    References listed on IDEAS

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    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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    Cited by:

    1. Tahal Radek & Formánek Tomáš, 2020. "Reflection of GDPR by the Czech Population," Management & Marketing, Sciendo, vol. 15(1), pages 78-94, March.

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      More about this item

      Keywords

      privacy literacy; personal data; consumer's private space; direct marketing; Romania;
      All these keywords.

      JEL classification:

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

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