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Self-disclosure and Privacy Calculus on Social Networking Sites: The Role of Culture

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  • Hanna Krasnova
  • Natasha Veltri
  • Oliver Günther

Abstract

Social Network Sites (SNSs) rely exclusively on user-generated content to offer engaging and rewarding experience to its members. As a result, stimulating user communication and self-disclosure is vital for the sustainability of SNSs. However, considering that the SNS users are increasingly culturally diverse, motivating this audience to self-disclose requires understanding of their cultural intricacies. Yet existing research offers only limited insights into the role of culture behind the motivation of SNS users to self-disclose. Building on the privacy calculus framework, this study explores the role of two cultural dimensions – individualism and uncertainty avoidance – in self-disclosure decisions of SNS users. Survey responses of US and German Facebook members are used as the basis for our analysis. Structural equation modeling and multi-group analysis results reveal the distinct role of culture in the cognitive patterns of SNS users. The authors find that trusting beliefs play a key role in the self-disclosure decisions of users from individualistic cultures. At the same time, uncertainty avoidance determines the impact of privacy concerns. This paper contributes to the theory by rejecting the universal nature of privacy calculus processes. The findings provide for an array of managerial implications for SNS providers as they strive to encourage content creation and sharing by their heterogeneous members. Copyright Gabler Verlag 2012

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  • Hanna Krasnova & Natasha Veltri & Oliver Günther, 2012. "Self-disclosure and Privacy Calculus on Social Networking Sites: The Role of Culture," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 4(3), pages 127-135, June.
    • Handle: RePEc:spr:binfse:v:4:y:2012:i:3:p:127-135
    DOI: 10.1007/s12599-012-0216-6
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    7. Wang, Tien & Duong, Trong Danh & Chen, Charlie C., 2016. "Intention to disclose personal information via mobile applications: A privacy calculus perspective," International Journal of Information Management, Elsevier, vol. 36(4), pages 531-542.
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    10. Caroline Lancelot Miltgen & H. Jeff Smith, 2019. "Falsifying and withholding: exploring individuals’ contextual privacy-related decision-making," Post-Print hal-02156671, HAL.
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    13. Hayes, Jameson L. & Brinson, Nancy H. & Bott, Gregory J. & Moeller, Claire M., 2021. "The Influence of Consumer–Brand Relationship on the Personalized Advertising Privacy Calculus in Social Media," Journal of Interactive Marketing, Elsevier, vol. 55(C), pages 16-30.
    14. Hawlitschek, Florian & Teubner, Timm & Weinhardt, Christof, 2016. "Trust in the Sharing Economy," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 70(1), pages 26-44.
    15. Morando, Federico & Iemma, Raimondo & Raiteri, Emilio, 2014. "Privacy evaluation: what empirical research on users' valuation of personal data tells us," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 3(2), pages 1-12.
    16. Basmah Emad ALQadheeb & Othman Ibraheem Alsalloum, 2021. "Self-Disclosure in Social Networking Sites in Saudi Arabia," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(10), pages 1-96, July.
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    20. Shiau, Wen-Lung & Dwivedi, Yogesh K. & Yang, Han Suan, 2017. "Co-citation and cluster analyses of extant literature on social networks," International Journal of Information Management, Elsevier, vol. 37(5), pages 390-399.

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