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Exploring Privacy-Related Aspects Of The Consumers' Direct Approach

Author

Listed:
  • Calin Veghes

    (Academy of Economic Studies Bucharest Romania)

  • Mihai Orzan

    (Academy of Economic Studies Bucharest Romania)

  • Carmen Acatrinei

    (Academy of Economic Studies Bucharest Romania)

  • Diana Dugulan

    (Academy of Economic Studies Bucharest Romania)

Abstract

Organizations design marketing communication campaigns by using both the‘traditional‘ (press, radio, television, outdoor) and/or direct media (mail, telephony, mobiletelephony, and the internet),in order to attract the consumers and determine them to buy or beinterested in the company's products, services and/or brands. Consumers are concerned about howthe personal data they provide to organizations, as a response to the marketing campaigns theywere exposed to, is captured, processed and employed. The paper explores some aspects related toconsumers' attitudes towards the disclosure of personal data to companies and public entities, theassessment of aggressiveness and their perception about privacy in relation to the directcommunication tools they were approached by - and presents the results obtained at the level of asample including Romanian consumers.

Suggested Citation

  • Calin Veghes & Mihai Orzan & Carmen Acatrinei & Diana Dugulan, 2013. "Exploring Privacy-Related Aspects Of The Consumers' Direct Approach," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(15), pages 1-41.
  • Handle: RePEc:alu:journl:v:2:y:2013:i:15:p:41
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    File URL: http://oeconomica.uab.ro/upload/lucrari/1520132/41.pdf
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    References listed on IDEAS

    as
    1. Dervin, Brenda & Shields, Peter, 1999. "Adding the missing user to policy discourse: understanding US user telephone privacy concerns," Telecommunications Policy, Elsevier, vol. 23(5), pages 403-435, June.
    2. repec:eee:joinma:v:23:y:2009:i:2:p:108-117 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    consumers' privacy; direct communication tools; personal data protection;

    JEL classification:

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

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