A Review of Literature on Consumer Privacy Concerns and Behaviour
Keywords:
Privacy concern, information privacy, perception, behaviourAbstract
The present study focuses on literature on how consumers perceive privacy mostly online, their concerns about privacy issues and how is their behaviour affected by their privacy concerns. Many studies on consumer privacy issues have been done in western countries to know the concerns of consumers towards privacy while very few studies have been done in India on this topic. So most of the literature in this study covers the studies conducted in Western part of the world. In this Data driven world consumers leave many traces of information online and offline and in the process of data collection and marketing by companies, consumers’ privacy is compromised. So by studying the literature many insights can come out about the perception of consumers towards the privacy which can be helpful for marketers and companies to better target consumers with tailored advertising without threatening the privacy of consumers.
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