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You Can Trust Me With Your Data! Service Cues Facilitating Self-Disclosure on Social Networking Sites

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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.

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Name: International Communication Association 65th Annual Conference
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p985200_index.html
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MLA Citation:

Hoffmann, Christian., Aeschlimann, Lea. and Meckel, Miriam. "You Can Trust Me With Your Data! Service Cues Facilitating Self-Disclosure on Social Networking Sites" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, May 21, 2015 <Not Available>. 2018-02-13 <http://citation.allacademic.com/meta/p985200_index.html>

APA Citation:

Hoffmann, C. P., Aeschlimann, L. S. and Meckel, M. , 2015-05-21 "You Can Trust Me With Your Data! Service Cues Facilitating Self-Disclosure on Social Networking Sites" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico Online <APPLICATION/X-PDF>. 2018-02-13 from http://citation.allacademic.com/meta/p985200_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
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.


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