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

• In Event: Privacy Issues With Social Media #3

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.

Authors

• Christian Pieter Hoffmann, U of St. Gallen

• Lea Sophie Aeschlimann, U of St. Gallen

• Miriam Meckel, U of St. Gallen