Consumers' Ethical Perceptions of Social Media Analytics Practices: Risks, Benefits and Potential Outcomes

Autor(en)

Nina Michaelidou, Milena Micevski

Abstrakt

The increased leveraging of social media by organizations to derive business value has created concerns about the practice of social media analytics (SMA). While SMA may be beneficial for organizations and consumers alike, there is concern that it is not practiced with ethical care. In this study, we identify and model outcomes of ethical perceptions of SMA practices and organizational trustworthiness with data collected from 316 social media users. We also examine the roles of perceived risk and benefits in facilitating, or not, these outcomes. Results show that unfavorable ethical perceptions of SMA practices and low trustworthiness lead to perceived risk of sharing information, and subsequently to unwillingness to reveal and falsification of information, as well as taking actions against organizations. We also find that perceived benefits moderate the relationship between perceived risk of sharing information and outcomes. The findings have significant theoretical implications and practical utility for organizations.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Externe Organisation(en)

Loughborough University

Journal

Journal of Business Research

Band

104

Seiten

576-586

Anzahl der Seiten

11

ISSN

0148-2963

DOI

https://doi.org/10.1016/j.jbusres.2018.12.008

Publikationsdatum

12-2018

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre, 502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Marketing

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/91055f23-3757-46d8-995f-648a28fa70e6