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Privacy intrusiveness and web audiences : empirical evidence

Author

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  • Grazia Cecere

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, IMT-BS - DEFI - Département Droit, Economie et Finances - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], ADIS - Analyse des Dynamiques Industrielles et Sociales - UP11 - Université Paris-Sud - Paris 11 - Département d'Economie)

  • Fabrice Rochelandet

    (ADIS - Analyse des Dynamiques Industrielles et Sociales - UP11 - Université Paris-Sud - Paris 11 - Département d'Economie, IRCAV - IRCAV - Institut de Recherche sur le Cinéma et l'Audiovisuel - EA 185 - Université Sorbonne Nouvelle - Paris 3 - LABEX ICCA - UP13 - Université Paris 13 - Université Sorbonne Nouvelle - Paris 3 - CNRS - Centre National de la Recherche Scientifique - UPCité - Université Paris Cité - Université Sorbonne Paris Nord)

Abstract

The development of Internet technologies and personalized advertising has amplified public concern about privacy, but there is little empirical analysis of how firms exploit personal data. This article investigates how website performance, measured by web audience, is affected by intrusions into privacy. We analyze an original dataset of the 197 most visited websites in France. Our study shows that a high level of firm intrusiveness is associated with better economic performance. The results shows that consumers do not respond negatively to overly intrusive data requirements since intrusiveness is associated with higher website traffic, industry self-regulation may not be the most efficient regulation mechanism.

Suggested Citation

  • Grazia Cecere & Fabrice Rochelandet, 2013. "Privacy intrusiveness and web audiences : empirical evidence," Grenoble Ecole de Management (Post-Print) hal-01274270, HAL.
    • Handle: RePEc:hal:gemptp:hal-01274270
    DOI: 10.1016/j.telpol.2013.09.003
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    1. Mpinganjira, Mercy & Maduku, Daniel K., 2019. "Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands," Journal of Business Research, Elsevier, vol. 95(C), pages 464-478.

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