engleski

The Power of Information and Communication Control in ICT Environment--What Information Collection/Use Practices Should Companies Implement to Gain Consumers' Confidence?

The purpose of this paper is to see if information and interactive communication technologies will be able to actually enable true interaction and personalization with consumers. The precondition for automatization, true interaction and relationship personalization is the exchange of information (knowledge) with each other (company and consumer). With this in mind – privacy is certainly an important concept. Since consumers are generally concerned about their privacy, it is important to find out: What information collection / use practices should companies implement to gain consumers’ confidence?

ICT; interactive; marketing; relationship; personalization

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