Abstract:

As Internet adoption continues to grow exponentially, so too have threats to privacy. While the Web empowers the consumers enormously, they are increasingly aware of the ways in which technology can be used to collect potentially sensitive information regarding them and the ability of vendors to use this information without their express permission. On one hand, marketers face intense competition in the marketplace and need to have sophisticated knowledge of their consumers in order to provide products and services that satisfy. However, on the other hand,