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Will the use of a third-party privacy seal (lock) in an e-mail advertisements result in a higher likelihood of consumers disclosing their private information?

Mini Dissertation (MBA)--University of Pretoria, 2015.

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Other Authors: Corder, Clive
Format: Thesis
Language:English
Published: University of Pretoria 2016
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access_status_str Open Access
author2 Corder, Clive
author_browse Corder, Clive
author_facet Corder, Clive
collection Thesis
dc_rights_str_mv ©2016 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria.
description Mini Dissertation (MBA)--University of Pretoria, 2015.
format Thesis
id oai:repository.up.ac.za:2263/52356
institution University of Pretoria (South Africa)
language English
last_indexed 2026-06-10T12:39:43.129Z
license_str Other — see source repository
provenance_str_mv Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository
publishDate 2016
publishDateRange 2016
publishDateSort 2016
publisher University of Pretoria
publisherStr University of Pretoria
record_format dspace
source_str UPSpace — University of Pretoria Institutional Repository
spelling oai:repository.up.ac.za:2263/52356 Will the use of a third-party privacy seal (lock) in an e-mail advertisements result in a higher likelihood of consumers disclosing their private information? Corder, Clive ichelp@gibs.co.za Zuk, Lee UCTD Mini Dissertation (MBA)--University of Pretoria, 2015. One of the commodities in the commercial world has become access to data, specifically personal information. The Internet has rapidly expanded a company s ability to access consumers and individuals personal information, however consumers privacy-concerns regarding the disclosure of their personal information have continued to increase. Using an e-mail marketing campaign, this research explored the impact of using third-party privacy seal (lock) as signals to facilitate consumers disclosing private information. The study employed a live experimental randomised two-group post-test only design, whereby an e-mail advertisement, identical in design except for the image of a third party seal (lock) placed on the non-control group s e-mail. The test explored whether the e-mail advertisement containing the third-party privacy signal (lock) had an impact on whether or not the recipient behaved in a certain way in comparison to the e-mail advertisement that did not contain a lock. The results showed no real significant difference of the third-party seal (lock) on the consumer s preparedness to disclose personal information. Whilst the lock may be used as a trust symbol it is not enough, within the online advertising context, to entice disclosure of personal information. To remain competitive, companies will need to reassess their advertising strategies and further research will need to identify high value signals to encourage consumer disclosure. vn2016 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2016-05-04T13:45:52Z 2016-05-04T13:45:52Z 2016-03-30 2015 Mini Dissertation Zuk, L 2015, Will the use of a third-party privacy seal (lock) in an e-mail advertisements result in a higher likelihood of consumers disclosing their private information?, MBA Mini-dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/52356> GIBS http://hdl.handle.net/2263/52356 en ©2016 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria
spellingShingle UCTD
Will the use of a third-party privacy seal (lock) in an e-mail advertisements result in a higher likelihood of consumers disclosing their private information?
title Will the use of a third-party privacy seal (lock) in an e-mail advertisements result in a higher likelihood of consumers disclosing their private information?
title_full Will the use of a third-party privacy seal (lock) in an e-mail advertisements result in a higher likelihood of consumers disclosing their private information?
title_fullStr Will the use of a third-party privacy seal (lock) in an e-mail advertisements result in a higher likelihood of consumers disclosing their private information?
title_full_unstemmed Will the use of a third-party privacy seal (lock) in an e-mail advertisements result in a higher likelihood of consumers disclosing their private information?
title_short Will the use of a third-party privacy seal (lock) in an e-mail advertisements result in a higher likelihood of consumers disclosing their private information?
title_sort will the use of a third party privacy seal lock in an e mail advertisements result in a higher likelihood of consumers disclosing their private information
topic UCTD
url http://hdl.handle.net/2263/52356

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