CONSUMER RIGHTS PROTECTION IN THE CONTEXT OF ONLINE MARKETING RESEARCH
CONSUMER RIGHTS PROTECTION IN THE CONTEXT OF ONLINE MARKETING RESEARCH

Summary/Abstract: The consumer rights as participants to the marketing research process represent a sensible field of study that is evolving all the time. Marketing research have enriched already for a considerable time period with new modalities of gathering, processing and measurement of information being in possession of its carriers – research conducted using online research platforms. Although the legislation that is regulating this area of interaction between the internet and its users has evolved greatly in the last 15 years towards protecting the rights and interests of the latter, there are still real threats especially, where the degree of consumers awareness is low regarding their rights and obligations that occur when they relate with different service providers from the online environment. Consumer’s involvement in the online marketing research requires knowledge of this rights and obligations as well as a full transparency of marketing research specialized services providers. This paper reveals the results of a quantitative research field type survey, done with the help of an online platform, which has as a main goal to determine the familiarity degree among Romanian consumers about rights and obligations as participants to online marketing research process, and to identify effective ways to build messages within a social information campaign regarding these rights and obligations. After conducting the research has been pointed out that the respondents – Romanian consumers, present in the online environment have evolved significantly in the last years, as from a behavioral point of view and as a concrete modality of valorification of informations.

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