Journal article

Examining help requests on social networking sites: Integrating privacy perception and privacy calculus perspectives

J Guo, N Li, Y Wu, T Cui

Electronic Commerce Research and Applications | Elsevier | Published : 2020


Social networking sites (SNSs) are increasingly used for brand marketing via help-request campaigns that rely on influential users in networks. While help-request campaigns significantly foster interactions, they also threaten users’ information privacy. Drawing on perception transfer theory and the privacy calculus perspective, this study investigated the internal mechanism of users’ behavioral responses to help-request campaigns. Specifically, this study examined the effects of privacy assurance and relationship closeness with senders on recipients’ participation behaviors through recipients’ privacy assessments. The results of a lab-controlled experiment indicated that privacy assurance a..

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