PRIVATE INFORMATION IN A SOCIAL WORLD: ASSESSING CONSUMERS’ FEAR AND UNDERSTANDING OF SOCIAL MEDIA PRIVACY

Abstract

As companies connect with consumers on social media, privacy becomes a significant area of concern. This research assesses consumers’ understanding of social media privacy policies (CUSPP) and fear related to those policies. Study one develops a scale to measure CUSPP. Study two examines the influence of text, audio, and pictorial cues used in social media privacy policies, on consumers’ CUSPP and physiologically-measured fear. Results suggest presentational cues affect CUSPP and fear of social media privacy policies. This research is among the first to use self-report and physiological measures to assess consumer understanding and emotional reactions in a social media context.

Additional information

Notes on contributors

Alexa K. Fox

Alexa K. Fox (Ph.D., The University of Memphis), Assistant Professor of Marketing, College of Business Administration, The University of Akron, Akron, OH, [email protected].

Marla B. Royne

Marla B. Royne (Ph.D, University of Georgia), Great Oaks Foundation Professor of Marketing, Fogelman College of Business & Economics, The University of Memphis, Memphis, TN, [email protected].