In modern society the internet is used as a primary tool for practically everything replacing the library, supermarket, traditional communication methods such as telephone and letters, and media outlets such as television. Everyday several individuals are joining the internet phenomenon, and as a result starting to purchase online. But why is this so attractive, and is filling out credit card details on the Web safe? Privacy issues constantly remain a present and highly discussed topic although very few consumers know the severity of the risks they face and continue to feed their desire to purchase online.
Elias Bizennes (2007) defines online privacy as “an individual's right to determine what information they would like others to know about themselves; which people are permitted know that information; and the ability to determine when those people can access that information."
The internet has enabled access to personal information about any individual with three simple details. All you need is their name, address and either telephone or security number. This is worrying seeing as this basic information and more are given with nearly every purchase or sign up to a sight. However it is not just private data that should concern us. By not deleting cookies people are able to view your internet history and through that, send emails, pop-ups and advertisements to draw your attention and encourage purchases using similar topics. For example after searching Google for ‘cheap flights to Italy’, numerous advertisements crowded websites with travel deals, hotels and attractions in the same area.
Why shop online?
• Successful PR - creates trust and good reputation for online websites such as well known clothes brands, EBay and Amazon
• Convenient – time effective, clear costing, can purchase goods outside shop hours
• Fuel Efficient – save money on parking and petrol
PR and Consumer Purchasing
PR practitioner’s alongside marketers and advertisers aid desire to buy online by glamorising products and the purchase experience. Campaigns are designed to make individuals crave products they never knew they wanted and certainly didn’t need. It is imagining how a product can enrich you life that drives sales. For example it might be just another picture frame, but it’s one that’s going to display your new holiday pictures and give off the impression that you are the perfect couple. Campbell (1987) states, “We do not so much seek satisfaction from products, as pleasure from the illusory experiences which they construct from their associated meanings.” An online service or product can also appear to create a certain lifestyle. The video below suggests that by buying Kellogg’s Special K, you will be able to look like a magazine model in 2 weeks and consequently have a more enjoyable experience on holiday.
Although shopping and browsing online is often a preferred choice, always check your privacy settings, never open emails you don’t recognise, create strong passwords, don’t purchase off unrecognised websites, limit file sharing and delete browsing history. Always check privacy settings and don’t give away too much personal data.
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