Author

Veghes, C., Orzan, M., Acatrinei, C., & Dugulan, D.

Year

2012

Publisher

Annales Universitatis Apulensis: Series Oeconomica, 14(2), 704.

DOI/Link

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Abstract

The article examines the concept of privacy literacy in the context of personalized and direct marketing, where companies increasingly collect and process consumers’ personal data to deliver targeted advertising and interactive marketing strategies. As digital marketing becomes more data-driven, concerns have grown about how businesses can use personal information without violating consumers’ privacy. The paper introduces privacy literacy as a concept that explains how consumers understand and respond to the processing of their personal data.

Language

English

Keywords

Privacy Literacy