Content area
Full Text
1. Introduction
Information privacy has been described as confidentiality, secrecy and anonymity (Margulis, 2003). Westin (1967) referred to information privacy as the user ability to control his or her personal information. Information privacy in the field of information systems has predominantly focused on measurement of privacy concern constructs (e.g. Malhotra et al., 2004; Slyke et al., 2006; Dinev and Hart, 2005, 2006; Youn, 2009; Xu et al., 2008).
In general, users’ online privacy concerns are associated with user disclosure of personal information and the manner personal information is collected and used by websites (Metzger, 2006). Literature has documented various dimensions of privacy concerns, i.e., unauthorized access (Smith et al., 1996), control over collection, usage of personal information (Sheehan and Hoy, 2000; Smith et al., 1996), errors, improper access (Malhotra et al., 2004); unauthorized usage, secondary usage (Chen and Rea, 2004; Malhotra et al., 2004) and awareness (Smith et al., 1996).
Privacy concerns on social media sites have also been the focus of research (e.g. Tang et al., 2010; Compañó and Lusoli, 2010; Benisch et al., 2011; Madden, 2012; Madejski et al., 2012; Koohang, 2017). Social media is a platform for communicating and sharing information (Kietzmann et al., 2011), creating user-generated content, e.g., videos, music, text and photos (Steenkamp and Hyde-Clarke, 2014), self-presentation, developing relationships and sharing knowledge (Kietzmann et al., 2011). Social media sites include social network sites, media sharing platforms, blogs or weblogs, micro-blogging, wiki technologies, virtual worlds, location-based services, social bookmarking services, group buying/collective buying platforms, writing communities platforms, review sites and the internet forum/message (Paliszkiewicz and Koohang, 2016).
The popularity of the social media sites is growing very rapidly. Recently, eBizMBA (2017) reported that the first top five popular social media sites in terms of estimated unique monthly visitors were Facebook, YouTube, Twitter, Instagram and LinkedIn. Madden (2012) stated that the increased use of social media sites elevates privacy concerns among users. Trust and risk are the two constructs that have been researched widely in relation to online privacy concerns (e.g. Fogel and Nehmad, 2009; Dinev and Hart, 2006; Pavlou et al., 2007; Kim et al., 2008; Hong and Thong, 2013). An individual with high privacy concerns...