Privacy concerns and customers' information-sharing intentions

Today companies are more and more interested in collecting personal information from customers in order to deliver goods and services effectively and to improve their Marketing database and CRM effi cacy. However, the ease with which data can be acquired and disseminated, also thanks to the digital technologies, has led to many potential customers demonstrating growing concerns and ethical issues about disclosing personal information. On this topic it is difficult to make too many generalizations, since the cultural differences and the different country regulations seem to weigh signifi cantly.