You Can Trust Me with Your Data! : Service Cues Facilitating Self-Disclosure on Social Networking Sites
Type
conference paper
Date Issued
2015-05-24
Author(s)
Abstract
On social networking sites (SNS), user self-disclosure is a precondition for the establishment of online ties and the participation in communities of interest. Self-disclosure is also a key element in the SNS business model, as it allows for targeted advertising. Therefore, SNS providers are eager to facilitate user self-disclosure. At the same time, privacy risks associated with SNS use may engender privacy concerns, inhibiting self-disclosure. Based on a survey of 294 German SNS users, we analyze two potential approaches for SNS providers to counter privacy concerns and encourage user self-disclosure: (1) SNS can employ cues to signal the trustworthiness of the service provider. (2) Applying the "privacy calculus" thesis, attractive service benefits may serve to moderate the inhibiting effect of privacy concerns on self-disclosure. Our analysis reveals that trust in the SNS provider mediates the effect of privacy concerns on self-disclosure, while service benefits does not exert a significant effect.
Language
English
Keywords
Self-Disclosure
Social Networking Sites
Privacy Concerns
Privacy Calculus
Online Trust
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Proceedings of the 65th Annual Conference of the International Communication Association (ICA), 21-25 May 2015, San Juan, Puerto Rico
Publisher
International Communication Association (ICA)
Publisher place
Washington
Start page
1
End page
30
Pages
30
Event Title
65th Annual Conference of the International Communication Association (ICA) 2015
Event Location
San Juan, Puerto Rico
Event Date
21.-25.05.2015
Subject(s)
Division(s)
Eprints ID
245224