Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/275847 
Year of Publication: 
2016
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 33 [Issue:] 2 [Year:] 2016 [Pages:] 62-69
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Big data have not only offered marketers new possibilities, but have also multiplied threats to consumer privacy. Consumers face uncertainty and risk when disclosing personal information, which leads to growing privacy concerns and protective responses. This article seeks to identify the determinants of such protective behaviors.
Document Type: 
Article

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