User self-disclosure on social network sites: A cross-cultural study on Facebook’s privacy concepts

Pejvak Oghazi, Rakel Schultheiss, Koteshwar Chirumalla, Nicolas Philipp Kalmer and Fakhreddin F. Rad

Journal of Business Research, 2020, vol. 112, issue C, 531-540

Abstract: This study investigates a cross-cultural comparison between Germany and Norway regarding users’ self-disclosure of personal information on social network sites (SNSs). More specifically, the study considers three antecedents of privacy, namely concerns, attitudes, and intentions, and evaluates their potential effects on self-disclosure, considering Facebook as the SNS of choice. The study employs a deductive research approach and develops a conceptual model based on the theoretical analysis. Data is collected via an online survey of users in Germany and Norway. The results show that privacy intention is the only antecedent that has a significant direct influence on users' self-disclosure of information. By contrast, neither privacy concerns nor privacy attitude have a statistically significant influence on self-disclosure. Additionally, there are statistically significant differences between the German and Norwegian samples in privacy concepts and reported self-disclosure. The results support the creation of more transparent privacy policies by SNS providers to improve targeted marketing.

Keywords: Social network sites; Online information privacy; Psychographics; Targeted marketing; Privacy intention; Privacy concern (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319307726
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:112:y:2020:i:c:p:531-540

DOI: 10.1016/j.jbusres.2019.12.006

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().