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ABSTRACT
Facebook is a major part of the lives of many consumers who share a considerable amount of information with friends, acquaintances, and commercial interests via the platform, leading to greater exposure to privacy risks. Training has been shown to be effective in reducing computer risk in a variety of contexts. This study investigates the effectiveness of training on consumer attitudes and behavioral intentions toward Facebook privacy risk. The study highlights the importance of training consumers on how and why they need to protect their privacy. Findings suggest that training can reduce consumer risk, but effectiveness can vary across types of training. For example, Facebook’s Privacy Tour was less effective than third-party training videos in improving consumer vigilance. Implications of the findings for consumers and privacy advocates are discussed.
Supplemental Material
Supplemental data for this article can be found at http://dx.doi.org/10.1080/08874417.2016.1233001.