Embarrassing Exposures in Online Social Networks: An Integrated Perspective of Privacy Invasion and Relationship Bonding

Ben C. F. Choi (), Zhenhui (Jack) Jiang (), Bo Xiao () and Sung S. Kim ()
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Ben C. F. Choi: School of Information Systems, Technology and Management, UNSW Australia Business School, Sydney, NSW 2052, Australia
Zhenhui (Jack) Jiang: Department of Information Systems, School of Computing, National University of Singapore, Singapore 117417
Bo Xiao: Information Technology Management Department, Shidler College of Business, University of Hawai’i at Mānoa, Honolulu, Hawaii 96822
Sung S. Kim: Wisconsin School of Business, University of Wisconsin–Madison, Madison, Wisconsin 53706

Information Systems Research, 2015, vol. 26, issue 4, 675-694

Abstract: Online social networks greatly facilitate social exchange among friends. At times, for amusement, individuals may be targeted by friends’ playful teases, which often involve exposing individuals’ private embarrassing information, such as information that reveals their past indecent behavior, mischief, or clumsiness. Although individuals sometimes do enjoy the humor, they might also be offended by the involuntary exposure. Drawing on social exchange theory, this paper elucidates the consequences of an embarrassing exposure in online social networks. Specifically, this study examines the effects of information dissemination and network commonality on individuals’ exchange assessment as well as how this assessment shapes their behavioral responses. The results of our experiment provide strong evidence that information dissemination and network commonality jointly influence individuals’ perceived privacy invasion and perceived relationship bonding. In addition, whereas perceived privacy invasion increases transactional avoidance, it reduces approach behavior. Furthermore, whereas perceived relationship bonding impedes both transactional avoidance and interpersonal avoidance, it leads to approach behavior. The theoretical and practical implications of the findings are discussed.

Keywords: online social networks; embarrassing exposure; privacy invasion; relationship bonding; inaction; avoidance behavior; approach behavior (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (7)

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