Los logotipos de privacidad en Internet: percepción del usuario en España

Abstract

Resumen: En este trabajo analizamos la relevancia que la privacidad tiene en la era digital. Representa uno de los aspectos susceptibles de generar desconfianza en el consumidor o usuario que recurre a Internet. Para garantizar que las empresas que operan en la Red son respetuosas con los derechos de los usuarios, se han ideado logotipos acreditativos de la adhesión a un elenco de buenas prácticas en el ámbito de la privacidad. Uno de los objetivos fundamentales del presente artículo es poner de relieve que tales instrumentos constituyen un útil complemento de la normativa legal. Igualmente se realiza un estudio empírico, sobre la base de una entrevista semiestructurada abierta, dirigido a conocer los efectos que estos iconos tienen respecto a sus destinatarios. Hemos delimitado el presente estudio a los logotipos que operan en España, con independencia del origen de los mismos, dado que algunos son foráneos.Palabras-clave: confianza; confidencialidad; Internet; privacidad; sellos. Internet privacy seals: user perception in SpainAbstract: In this paper we analyze the importance that privacy has in the digital age. It represents one of the aspects which can generate distrust in the consumer or user of Internet. In order to guarantee that those companies which operate in Internet are respectful of the user's rights, it has been designed logos for the adherence to a list of good practices in the field of privacy. One of the most important objectives of this paper is to emphasize that such instruments provide a useful complement to the legal regulations. However, it will be done an empirical study, based on the open semi-structured interview, and designed to determine the effects that these icons have on their receivers. We have delimited the present study to logos operating in Spain, regardless of their origins, because some of them are outsiders.

New Corporate Coordinates

“…Thus, corporate reputation is the condensation of the perceptions generated by the economic agents themselves when observing the behavior of a company in the institutional scenario that surrounds it. Although corporate reputation is born in the minds of a company's stakeholders, its management can indirectly modulate these perceptions by virtue of the behavior it engages in with its stakeholders (López Jiménez et al, 2013). Consequently, CSR resides in the organization itself, although corporate reputation is found in the minds of stakeholders.…”