Facebook Consumer Behaviors of Q-PLHA: Impression Management and Privacy Enigma Influence

• In Event: MARKETING and CONSUMER BEHAVIOR: Digital Marketplaces and Online Identities

Abstract

This study develops a new ‘Q-PLHA (LGBTQ and people-living-with-HIV&AIDS) Privacy enigma’ model and investigates the influence of ‘Q-PLHA-privacy-enigma’ on the Q-PLHA Facebook consumer behaviors’ using a mixed methodology approach. Findings show that while the ‘Q-PLHA-Facebook-privacy-enigma’ doesn't impact ‘QPLHA-consumer-behaviors’ directly but mediates ‘Q-PLHA-Facebook impression-management’ and ‘QPLHA-consumer-behaviors’. This highlights the challenges PLHA face in managing online identities and the role of impression management in fostering support and reducing isolation. The research integrates psychology theories and methods with consumer behavior and emphasizes the importance of addressing privacy and stigma associated with HIV/AIDS for creating a more inclusive environment.

Authors

• Guruprasad Yashwant Gadgil, University of Alaska Anchorage

• Victor Prybutok, University of North Texas

• Gayle Prybutok, University of North Texas