With the Internet advancements of information systems and social media channels, consumer data has become a valuable source for companies and social networking communities. These Internet businesses are allowed to use and share their customers' information, with minimal regulatory intervention other than in health and financial areas. This allows companies to create their own data protection and privacy policies. As consumers consent to these Terms of Service and Privacy Agreements, they should understand how their information is being used. But to what extent are consumers really aware? This study explores the awareness, trust and attitudes of consumers in allowing companies to collect and track their personal information. The research is grounded in quantitative methodology while using and applying survey and data analysis techniques to better understand consumer perspectives about the use of their information. The outcome of this research concludes that consumers have concerns over the use of their personal information, and the study indicates that consumers believe a trade-off of their privacy is not a fair exchange for the use of Internet products and services. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]