Gyongyi Georgine Konyu Fogel
580 California St., Suite 400
San Francisco, CA, 94104
Ethical Concerns of Web Marketing
2006
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Abstract
Web marketing includes the use of the Internet to inform, promote, and collect information targeted to consumers and the public. Internet users are expected to increase in their expectations for online services. Consumer trends have shown an increase in expectations for customized demand, convenience, e-commerce, and search for information. Marketers have always been concerned about understanding consumer behavior as much as possible. Web analytics is a powerful marketing tool that helps with data collection and behavior tracking. Business technology today is capable to collect, store, and use a vast amount of individual data. However, extensive tracking of an individual’s Internet activity, the collection, storage, and selling of consumer data endangers consumers’ privacy. The paper explores the challenges of ethical concerns of web marketing and how can consumers benefit from it. Consumer behavior analysis is used to examine the negatives of unwanted email and the annoyance of pop...
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