![]() ![]() 24(2):13–42Ĭhellappa RK, Sin RG (2005) Personalization versus privacy: an empirical examination of the online consumer’s dilemma. Hann IH, Hui KL, Lee SYT, Png IPL (2007) Overcoming online information privacy concerns: an information-processing theory approach. Reints R (2018) Taken a quiz lately? Your Facebook data may have been exposed. Study finds Personal Data Protection Draft Ambiguous (2018) Economic Times. Manage Inf Syst Res Centre Univ Minn 35(4):1017–1041 MIS Q 35(4)989–1015īelanger F, Crossler RE (2011) Privacy in the digital age: a review of information privacy research in information systems. Smith HJ, Dinev T, Xu H (2011) Information privacy research: an interdisciplinary review. īergstrom A (2015) Online privacy concerns: a broad approach to understanding the concerns of different groups for different uses. Retrieved from|///īaek TH, Morimoto M (2012) Stay away from me. Gregoire Y, Robert JF (2008) Customer betrayal and retaliation: when your best customers become your worst enemies. įoxman ER, Kilcoyne P (1993) Marketing practice and consumer privacy: Ethical issues. J Public Policy Market 19(1):62–73ĭienlin T, Metzger MJ (2016) An extended privacy calculus model for snss: analyzing self-disclosure and self-withdrawal in a representative u.s. Sheehan KB, Hoy MG (2000) Dimensions of privacy concern among online consumers. PWC (2018) An overview of the changing data privacy landscape in India. Malhotra NK, Kim SS, Agarwal J (2004) Internet users’ information privacy concerns (IUIPC): the construct, the scale, and a causal model. ![]() Finally, this paper’s theoretical contribution is the model which proposes that perceived data breach affects consumers’ behaviour towards Facebook advertising both directly and indirectly through psychological mediating variables. Also, Facebook should build trust and revise privacy settings to enable consumers to opt in or out of receiving ads. ![]() Practically, this paper recommends tough personal data protection regulations and privacy policy that prohibit Facebook and other SNS from online tracking of consumers. The findings of this study are not confirmatory thus, a scope for further empirical research to test the developed model and inclusion of other mediating and moderating constructs is provided. Likewise, it influences consumers’ psychology by increasing privacy concerns and emotional violation and reducing trust concurrently. Moreover, PDB influences ad avoidance positively. This paper reveals that protection of consumers’ privacy in Facebook is in deficit, and it further hypothesises that PDB influences consumers’ behaviour negatively by discouraging both acceptance and engagement with ads. A systematic review of privacy literature was undertaken to answer the research question. In order to fill the gap, the current paper analyses privacy in Facebook and investigates the consequences of perceived data breach (PDB) on consumers’ behaviour towards Facebook advertising. The intriguing question is whether and how does data breach affects consumers’ behaviour towards Facebook advertising? The privacy literature provides inadequate account on this question. Advancement of Internet and digitalisation of information has led to increase of data breach incidences in social networking sites (SNS) particularly Facebook, thus affecting its market value and reputation.
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