Abstract
This paper analyses the influence of cookie-based tracking in affiliate marketing on the reputation of a company considering the ethical data protection. The ethical conflict with the protection of customer data is increasingly being discussed. To answer the research question an online survey was conducted. The findings show that the dutiful handling of customer data has a positive impact on corporate reputation. In addition, consumer fright about the processing of personal data in the form of cookie tracking has an impact on consumer trust. However, consumers are not deterred from further use of cookie tracking.
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Blunder, L. (2023). Economic Relevance of Data Protection and Ethical Aspects in Affiliate Marketing. In: Schneckenleitner, P., Reitberger, W., Brunner-Sperdin, A. (eds) Conference Proceedings Trends in Business Communication 2022. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-40619-6_3
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DOI: https://doi.org/10.1007/978-3-658-40619-6_3
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