n Communicare : Journal for Communication Sciences in Southern Africa - Communicating the protection of information privacy




The world economic system's transformation from a dominant mass-production model to a mass-customisation model is seen to have created a demand for personal information from consumers. This has led to many consumers feeling the need to protect their information as businesses request increasingly more personal information during commercial transactions. This conceptual paper addresses information privacy as an inter-disciplinary issue that affects relationships at micro, macro and global levels. First at micro level, addressing the value perception of information among consumers and marketers; secondly at macro level, illustrating the role of the government in protecting information privacy; and thirdly at global level, since the flow of information plays a major role in eliminating boundaries between countries. Finally, the managerial implications of information privacy are discussed, concluding that effective customer relations now require businesses to communicate in ways that make their customers feel protected.


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