Online Privacy Trustmarks: Enhancing the Perceived Ethics of Digital Advertising
Andrea J.S. Stanaland
Radford University
May O. Lwin
Nanyang Technological University
Anthony D. Miyazaki
Florida International University
INTRODUCTION
Although the past decade has witnessed the unprecedented growth of the internet as an online tool for advertisers, the effectiveness of online advertising is still in question (Patsioura, Vlachopoulou, and Manthou, 2009). Although some of the effectiveness dilemma is due to issues regarding advertising clutter, prominence, and noticeability of online advertising (Becker-Olsen, 2003; Ha and McCann, 2008; Yaveroglu and Donthu, 2008), a less studied component deals with consumer views of advertising and...