South Asian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Privacy Concerns with Social Networking Sites:An Empirical Investigation of Users in National Capital Region (NCR), India


Affiliations
1 Department of Marketing, Amity Business School, Block F-3, Amity University Campus, Sector 125, Noida 201313, Gautam Budh Nagar, Uttar Pradesh, India
2 Amity Business School, Block F-3, Amity University Campus, Sector 125, Noida 201313, Gautam Budh Nagar, Uttar Pradesh, India
     

   Subscribe/Renew Journal


Digitalization is the forceful thrust for any socialization chain. The urge for advanced communication has prompted the development of Social Networking Sites (SNSs), and since the last few decades they have been the most widely used medium for socialization and communication. As the usage of social media involves sharing personal information, there is an always a concern for privacy for social media users. Swift expansion of SNSs has led to privacy concerns, as they contain sensitive personal and consumer information. This research study is an empirical investigation about the impact of privacy concerns on users’ reception of SNSs. The literature review for this study recognized the theoretical perspectives of privacy and privacy concerns with respect to SNSs. While a few researchers have considered variables only from SNS developer’s point of view and the others from the individual user’s point of view, the present study have tried to understand empirically the impact of privacy concern on SNS by considering the perspectives of both developers as well as users. A questionnaire was developed about the diversified parameters of privacy concern and their impact on SNSs. Data were then collected using the questionnaire from the sample of 318 respondents, selected using random sampling method from the National Capital Region (NCR) of India. The collected data was later subjected to Exploratory Factor Analysis (EFA) and multiple regression analysis. Five factors, namely, site characteristics, privacy scams, perceived benefits, legislative measures, and user profile, emerged from the EFA, of which the latter four were found to be significant predictors of privacy concerns. This study provides valuable insights into how privacy is perceived by the user and what site owners must do to protect user privacy.

Keywords

Communication Online Networking, Privacy, Social Networking Sites, Social Media, User Attitude.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Akar, E., & Topcu, B. (2011). An examination of the factors influencing consumers’ attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35-67.

  • Al Hasib, A. (2009). Threats of online social networks. International Journal of Computer Science and Network Security, 9(11), 288-293.

  • Angulo, J., Hübne, S. F., Wästlund, E., & Pulls, T. (2012). Towards usable privacy policy display and management. Information Management & Computer Security, 20(1), 4-17.

  • Arora, P., & Predmore, C. E. (2013). Social Media as a Strategic Tool: Going Beyond the Obvious. Advanced Series in Management, 11(1), 115-127.

  • Awad, N., & Krishnan, M. (2006). The personalization privacy paradox: an empirical evaluation of information transparency and the willingness to be profiled online for personalization. Management Information Systems Quarterly, 30(1), 13-28.

  • Bélanger, F., & Crossler, R. (2011). “Privacy in the digital age: a review of information privacy research in information systems. MIS Quarterly, 35(4), 1017-1042.

  • Bélanger, F., & Crossler, R. (2011). Privacy in the digital age: a review of information privacy research in information systems research in information systems. Management Information Systems Quarterly, 35(3), 1017-1041.

  • Bhandari, R. S., & Sharma, H. (2017). Impact of Social media on Brand Loyalty: Study of Buying Behaviour. International Journal of Applied Business and Economic Research, 15(1), 297-308.

  • Bryce, J., & Klang, M. (2009). Young people, disclosure of personal information and online privacy: control, choice and consequences. Information Security Technical Report, 14(3), 160-166.

  • Casado, N. S., Navarro, J. G., Wensley, A., & Solano, E. T. (2016). Social networking sites as a learning tool. The Learning Organization, 23(1), 23-42.

  • Cassidy, C., & Chae, B. (2006). Consumer information use and misuse in electronic business: An alternative to privacy regulation. Information Systems Management, 23(3), 75-87.

  • Cho, H., Lee, J., & Chung, S. (2010). Optimistic bias about online privacy risks: testing the moderating effects of perceived controllability and prior experience. Computers in Human Behavior, 26(5), 987-995.

  • Christine, P. (2018). Do Consumers Want to Control Their Personal Data? Empirical Evidence. International Journal of Human-Computer Studies, 110(3), 21-32.

  • Christofides, E., Muise, A., & Desmarais, S. (2009). Information disclosure and control on facebook: are they two sides of the same coin or two different processes? Cyber Psychology & Behavior, 12(3), 341-345.

  • Diephay. (2016). Statistics and Market Data on Social Media & User-Generated Content. Germany: Statista.

  • Dinev, T., & Hart, P. (2006). An extended privacy calculus model for e-commerce transactions. Information Systems Research, 17(1), 61-80.

  • Duggal, P. (2017). Right to Privacy Judgment: The Long and Short of It in 21 Points. New Delhi: The Quint.

  • Fogel, J., & Nehmad, E. (2009). Internet social network communities: risk taking, trust, and privacy concerns. Computers in Human Behavior, 25(1), 153-160.

  • Frank, K. Y., Chan, J. Y., Thong, L., & Chasalow, C. (2014). A Framework and Guidelines for Context-Specific Theorizing in Information Systems Research Weiyin Hong,. Information Systems Research, 465-477.

  • Gupta, B., & Chennamaneni, A. (2018). Understanding Online Privacy Protection Behavior of the Old Adults: An Empirical Investigation. Journal of Information Technology Management, 29(3), 1-13.

  • Hargittai, E., & Marwick, A. (2016). “What Can I Really Do?” Explaining the Privacy Paradox with Online Apathy. International Journal of Communication, 10(1), 3737-3757.

  • Heyman, R., Wolf, R. D., & Pierson, J. (2014). Evaluating Social Media Privacy Settigs for Personal and Advertising Purposes. Journal of information, 16(4), 18-32.

  • Hong, W., & Thong, J. (2013). Internet privacy concerns: an integrated conceptualization and four empirical studies. Management Information Systems Quarterly, 37(1), 275-298.

  • Hope, A. (2007). Risk taking, boundary performance and intentional school internet misuse. Discourse: Studies in the Cultural Politics of Education, 28(1), 87-99.

  • Hsu, C.-L., & Lin, J. C.-C. (2016). An empirical examination of consumer adoption of Internet of Things services: Network externalities and concern for information privacy perspectives. Computers in Human Behavior, 5(1), 65-74.

  • Karyda, M., Gritzalis, S., Park, J., & Kokolaki, S. (2009). Privacy and fair information practices in ubiquitous environments: research challenges and future directions. Internet Research, 19(2), 194-208.

  • Kehr, F., Kowatsch, T., Wentzel, D., & Fleisch, E. (2015). Blissfully ignorant: The effects of general privacy concerns, general institutional trust, and affect in the privacy calculus. Information Systems Journal, 25(6), 607-635.

  • Kennedy, H. (2006). Beyond anonymity, or future directions for internet identity research. New Media & Society, 8(1), 859-876.

  • Krasnova, H., Gunther, O., Spikermann, S., & Koroleva, K. (2009). Privacy concerns and identity in online social networks. Identity in the Information Society, 2(1), 39-63.

  • Krasnova, H., Spiekermann, S., Koroleva, K., & Hildebrand, T. (2010). Online social networks:why we disclose. Journal of Information Technology, 25(6), 109-125.

  • Li, K., Wang, X., Li, K., & Che, J. (2016). Information privacy disclosure on social network sites. Nankai Business Review International, 7(3), 282-300.

  • Liu, Q., Yao, M., Yang, M., & Caixie, T. (2017). Predicting Users’ Privacy Boundary Management Strategies on Facebook. Chinese Journal of Communication, 10(3), 295-311.

  • Lowry, P., Cao, J., & Everard, A. (2011). “Privacy concerns versus desire for interpersonal awareness in driving the use of self-disclosure technologies: The case of instant messaging in two cultures. Journal of Management Information Systems, 163-200.

  • Martin, K., & Murphy, P. (2017). The Role of Data Privacy in Marketing. Journal of the Academy of Marketing Science, (45), 135-155.

  • Osatuyi, B. (2013). Information sharing on social media sites. Computers in Human Behavior, 29(6), 2622-2631.

  • Petronio, S., & Wesley, D. (2015). Communication Privacy Management Theory: Significance for Interpersonal Communication. Engaging Theories in Interpersonal Communication: Multiple Perspectives, 335-348.

  • Rotenberg, M., & Scott, J. (2015). Privacy in the Modern Age: The Search for Solutions. New York: The New Press.

  • Solove, D. (2001). Privacy and power: computer databases and metaphors for information privacy. Stanford Law Review, 53(6), 1393-1462.

  • Tufekci, Z. (2008). “Can You See Me Now? Audience and Disclosure Regulation in Online Social Network Sites. Bulletin of Science, Technology & Society, 28(1), 20-36.

  • Turow, J., Hennessy, M., & Bleakley, A. (2008). Consumers’ understanding of privacy rules in the marketplace. Journal of Consumer Affairs, 42(3).

  • Walrave, M., Vanwesenbeeck, I., & Heirman, W. (2012). “Connecting and Protecting? Comparing Predictors of Self-Disclosure and Privacy Settings Use between Adolescents and Adults. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 6(1), 1-3.

  • Xie, E., Teo, H., & Wan, W. (2006). Volunteering personal information on the internet: effects of reputation, privacy notices, and rewards on online consumer behavior. Marketing Letters, 17(1), 61-74.

  • Xu, H., & BéLanger, F. (2013). Reframing Privacy in a Networked World. Information Systems Journal, 23(1), 371-375.

  • Xu, H., Luo, X., Carroll, J., & Rosson, M. (2011). The personalization privacy paradox: an exploratory study of decision making process for location-aware marketing. Decision Support Systems, 51(1), 42-52.

  • Youn, S. (2009). “Determinants of Online Privacy Concern and Its Influence on Privacy Protection Behaviors among Young Adolescents. Journal of Consumer Affairs, 43(2), 389-418.

  • Yusfi, A., Harrigan, P., Soutar, G., & Daly, T. (2018). Antecedents to Consumer Peer Communication through Social Advertising: A Self Disclosure Theory Perspective. Journal of Interactive Advertising,, 18(1), 55-71.


Abstract Views: 208

PDF Views: 0




  • Privacy Concerns with Social Networking Sites:An Empirical Investigation of Users in National Capital Region (NCR), India

Abstract Views: 208  |  PDF Views: 0

Authors

Ravneet Singh Bhandari
Department of Marketing, Amity Business School, Block F-3, Amity University Campus, Sector 125, Noida 201313, Gautam Budh Nagar, Uttar Pradesh, India
Sanjeev Bansal
Amity Business School, Block F-3, Amity University Campus, Sector 125, Noida 201313, Gautam Budh Nagar, Uttar Pradesh, India

Abstract


Digitalization is the forceful thrust for any socialization chain. The urge for advanced communication has prompted the development of Social Networking Sites (SNSs), and since the last few decades they have been the most widely used medium for socialization and communication. As the usage of social media involves sharing personal information, there is an always a concern for privacy for social media users. Swift expansion of SNSs has led to privacy concerns, as they contain sensitive personal and consumer information. This research study is an empirical investigation about the impact of privacy concerns on users’ reception of SNSs. The literature review for this study recognized the theoretical perspectives of privacy and privacy concerns with respect to SNSs. While a few researchers have considered variables only from SNS developer’s point of view and the others from the individual user’s point of view, the present study have tried to understand empirically the impact of privacy concern on SNS by considering the perspectives of both developers as well as users. A questionnaire was developed about the diversified parameters of privacy concern and their impact on SNSs. Data were then collected using the questionnaire from the sample of 318 respondents, selected using random sampling method from the National Capital Region (NCR) of India. The collected data was later subjected to Exploratory Factor Analysis (EFA) and multiple regression analysis. Five factors, namely, site characteristics, privacy scams, perceived benefits, legislative measures, and user profile, emerged from the EFA, of which the latter four were found to be significant predictors of privacy concerns. This study provides valuable insights into how privacy is perceived by the user and what site owners must do to protect user privacy.

Keywords


Communication Online Networking, Privacy, Social Networking Sites, Social Media, User Attitude.

References