Two dominant theoretical models for privacy – individual privacy preferences and context-dependent definitions of privacy – are often studied separately in information systems research. This paper unites these theories by examining how individual privacy preferences impact context-dependent...

The goal of this paper is to examine the strategic choices of firms collecting consumer data online and to identify the roles and obligations of the actors within the current network of online tracking. In doing so, the focus shifts from placing the onus on individuals to make an informed choice...