Online Consumer Privacy Concern Management: The Roles of Marketing Campaigns and Public Opinion

• 1、College of Management and Economics, Tianjin University, Tianjin 300072

Abstract：The rapid development of big data technology enables enterprises to provide more accurate and convenient services. However, consumers' privacy concerns not only hinder the disclosure of personal information, but also directly harm the purchase behavior and other marketing results. In order to explore the management of privacy concerns in the online marketing environment, this paper applied log data of 26,093 users' behaviors in 26 weeks from a medium-sized insurance company in China, as well as the Baidu search index obtained by Python crawler. First, the improvement of relationship quality between the company and consumers can alleviate privacy concerns and thus promote consumer buying behavior. Secondly, in the pre-purchase stage when privacy concerns are formed, consumers' contact through customer-brand touchpoints will weaken the effect of relationship quality on alleviating privacy concerns, and the weakening effect will be stronger when customers pay more attention to public opinions about privacy. Finally, compensatory promotions, such as free gifts and price discounts, can alleviate the inhibitions of privacy concerns on purchasing behavior.

Keywords： Enterprise management Privacy concerns Touchpoints Promotions Privacy opinions