Introduction
Growth of the online market and developments in online platforms have given rise to new media marketing, which refers to the use of social media, mobile platforms, and search engines to reach out to customers (Herman, 2011). New media tools facilitate exchanges of information between marketers and consumers. Easy transmission of customer information on the Internet has led to the issue of consumer privacy (Hann et al., 2007). Consumer privacy refers to the prerogative of consumers to be left alone or be free from unsolicited intrusion, consumer control over access to personal information they share online, and concealment of ...
