Privacy in Electronic-Marketing: A Theoretical Framework

The Electronic-marketing has offered lot of options for companies to market themselves and their products effectively and inexpensively, but there is need to exercise considerable care to ensure that their functions/activities or their. Consumer concerns about unethical practices on Internet are directly having a direct effect on the take up of Electronic-marketing. While many people are willing to do exchange but a lack of trust prevent them from purchasing via Internet. Consumers still prefer traditional channels when making purchases because of Privacy issue in E-marketing. Review of literature reveal that privacy has become important concern for all online businesses, more over consumers are more aware about their personal information which has been collected by companies without their consent