AN EMPIRICAL EXAMINATION OF THE PRIVACY BEHAVIOUR WITH REFERENCE SOCIAL NETWORKING SITES

Purpose – The purpose of this paper is to propose and examine a privacy behaviour model in the context of Social networking factors (Indian scenario). The effects of key elements of SNS factors on perceived values of privacy behaviour were empirically determined. Design/methodology/approach – SNS is conceptualized as a multi-dimensional construct including emotional privacy, social privacy, personal privacy, and value. The investigated socio demographic factors included, age, gender, ethnicity, education level, income level, and elements of SNS from which usually impacts the privacy behaviour. The primary data were gathered by a questionnaire survey of online users. Using 323 survey returns, factor analysis and Z test analysis were utilized for data analysis and hypothesis testing. Findings – The proposed model was proven valid and the five value constructs cumulatively accounted for 70.2% of the variance in SNS for privacy behaviour. Social media parameters and Privacy scams significantly affected perceived social and emotional privacy behaviour. Online benefits and Legal structure significantly affected all perceived individual privacy concerns. Practical implications – Incorporation of emotional privacy, social privacy, personal privacy, and value type information in developing SNS marketing strategies and promotional programs can help companies more effectively convey desired values of privacy to target consumers. Originality/value – This empirical study responded to the need for better understanding of consumer privacy behaviour for SNS to support more effective product development and marketing. The knowledge gained from this study provides valuable insights for both academicians and industrial practitioners.