Yet online reputation management is full of gray areas ethically, said Deepak Sirdeshmukh, an assistant professor of business management at N.C. State University.
"The fact that you are able to get personal information about people [on the Internet] is a new phenomenon," he
"Therefore, that people want to find legal ways to obscure this would be the logical next step."
A problem arises, he
said, when people or companies try to mask information related to their jobs.
Some of the personal information online - that was previously unavailable - may be unrelated to a person's performance on the job, like a dispute with a neighbor.
In instances like that, Sirdeshmukh
said it is understandable that people would want to hide details from future employers.