Computer Communications, volume 174, pages 122-130

Social media privacy management strategies: A SEM analysis of user privacy behaviors

Kuo Cheng Chung 1
Chun Hung Chen 1
Hsueh Hsuan Tsai 1
Ya-Hsueh Chuang 2
1
 
Department of Marketing and Logistic Management, National Penghu University of Science and Technology, Taiwan
Publication typeJournal Article
Publication date2021-06-01
scimago Q1
wos Q1
SJR1.402
CiteScore14.1
Impact factor4.5
ISSN01403664, 1873703X
Computer Networks and Communications
Abstract
Artificial intelligence (AI) is widely used in social network as AD Recommender Systems , Viral Marketing, and User Sentiment Detection. However, such things as Fake News and Privacy Leaking may violate privacy and security concerns. AI technology is also often used in social media as the main technology to prevent personal privacy from leaking. This study explored whether social media users will disclose information or further protect privacy when facing information privacy issues. It studied information security awareness and perceived privacy control while affecting privacy concerns and customer calibration related factors, and finds their privacy management and self-disclosure. This study used questionnaire survey method to understand user data and used Structural Equation Modeling (SEM) to analyze the relationship of various dimensions. The results showed that understanding information security awareness and customer alienation through AI technology has a positive impact on consumers’ privacy concerns. Through privacy management, consumers can indeed reduce their doubts about privacy leakage . Customer privacy concerns and customer calibration have positive and significant effects on privacy management and self-disclosure, respectively. This study showed that user trust in the platform will affect the degree of user information disclosure . The industry should focus more on the user’s privacy maintenance and establish a complete protection mechanism.

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