Mascarenhas, Oswald A. J.; Kesavan, Ram; Bernacchi, … - In: Journal of Consumer Marketing 20 (2003) 7, pp. 686-702
Argues that online privacy rights of consumers are not absolute rights but joint ownership privileges they share with online marketers. Consumers can voluntarily transfer these privileges to online marketers under certain mutually agreeable conditions. Accordingly, online marketers can...