Online Privacy Trustmarks: Enhancing the Perceived Ethics of Digital Advertising

Consumer views of advertiser ethics are of industry concern due to growing consumer angst regarding data privacy and behavioral advertising.

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...

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