Exploring the privacy paradox among social media users in the United States

Realising that voluntary compliance with online privacy disclosure increases access to consumer data, there is a need for marketers to better understand the key factors that contribute to the social media user’s tipping point — the point where a consumer would voluntarily adopt more stringent online privacy protocols or reduce engagement in social media. Adopting the theoretical framework of the protection motivation theory, this research tested existing cognitive measures (internet self-efficacy, content credibility, impression management and satisfaction with life) to determine if the measures mitigated or exacerbated social media users’ privacy concerns. The notion that personality correspondingly contributed to the personal assessment of privacy concerns was also tested. An online survey was fielded among 433 US participants. Observed variable multiple regressions were utilised to analyse the net effects of each variable on privacy concerns. The results of this study strongly suggest that there are user characteristics that align with the inclination to be concerned about privacy issues. Specifically, social media users who are sceptical regarding social media content and confident in their own abilities to protect their online data are likely to be more concerned about data privacy. The current research suggests that privacy concerns are attributable to rational concerns, which could include factors such as compensatory exchanges with advertisers and the amount of value placed on convenience and access over security. Implications for practitioners are provided.