This thesis investigates the ways in which businesses’ privacy practices in pay-with-data scenarios affect the way users interact with the business, both in terms of their on-site behavior and the creation of brand equity, in regions covered by the GDPR. I address a gap in the literature by exploring a possible business case for using privacy-friendly data collection practices in the context of brand equity creation and growth. The methodology consists in a randomized survey experiment with a 3 x 3 within-subjects design, with participants recruited via Prolific. Results show that privacy-friendly practices reduce the likelihood of transaction abandonment use of data falsification and other data controlling techniques which reduce data accuracy and quality; they also show an increased likelihood in forming trust associations with the brand and resulting in increased brand preference and willingness to recommend the brand to friends and family. The primary practical implication is that an increase in conversion rates, collected data accuracy and increased brand equity are integral to building a business case in favor of privacy-friendly approaches in online scenarios.