The effect of data privacy perception on use of the internet: A review of privacy policies

Nowadays, the increasing rate of internet usage and the usage of user data for many purposes, especially commercial, has led to the emergence of the concept of data privacy. Discussions on data privacy focus on issues related to the sharing, sale of personal data with third parties or their use without the consent of users. Data privacy and security concepts, especially with the digitalization of marketing elemnts, have been positioned to an important place for both individuals and organizations. Few studies in the literature examine how users define data privacy and whether data privacy affects their internet usage habits. Considering data privacy and internet usage habits together and examining the perception of data privacy will make a significant contribution to the field. In this study, starting from the differences of data, information and knowledge concepts, the digitalization of data, the legal dimension of the concept of data privacy, and the data security and privacy issues in the marketing discipline are tried to be explained. The details of digitalization and e-commerce behaviour from a marketing communication perspective are examined and the dimension of data privacy and security are discussed. In the study conducted to explain these concepts, data privacy and security perceptions of 156 users with high education level were tried to be measured by using the survey technique, which is one of the quantitative research methods. In addition, the effect of these perceptions of users on e-commerce activities was also revealed in the study.