Empirical Analysis of Unethical Practice of Cookies in E-Marketing

As we have entered the twenty first century, the Internet has become the hottest marketing medium. In the Internet environment distinct electronic marketplaces have risen. Companies are now misusing cookies as an information collection tool. Companies are now able to target users and segment them on the basis of their browsing habits. In today's universe, if Marketers are interested to promote Electronic marketing they need to convince Internet visitors that cookies can be believed. This paper found that Consumer Awareness, Unethical Practice and E-Marketing Barrier are the three dominant factors which influence consumer perceptions towards ethical issue of cookies in E-marketing. In the present study SEM has been used to confirm the factors analysis results. Two factors "Collecting personal information" and "cookies negatively impact the E-marketing" play a more dominating role for the ethical issue of cookies.