AUTHENTICATION OF THE IDENTITY OF ONLINE CONSUMERS IN INTERNET MARKETING
Şakir Erdem · European Journal of Management · 2014
ABSTRACT Due to increasing risks along with its growing popularity, marketing on the Internet is one of those areas that are subject to ongoing checks and improvements. One of the everlasting challenges associated with this field has always been about preventing potential intrusions in online practices and insure the security of the online transactions. While the privacy of the online consumers has to be protected, it is equally important for the marketers to authenticate the identity of those consumers to make sure that there is no security breach in completing the online marketing transactions. By doing so, marketers make sure the consumers are the ones who claim who they are and they can custom-tailor their online messages to offer appropriate product/service options to those consumers. This paper reviews some of the ongoing efforts in authenticating the identity of online consumers. Keywords Authentication; Biometrics; Behavioral Biometrics; Tracking