I am pleased to have received a journal acceptance at the Journal of Consumer Marketing with Gary L. Hunter of Illinois State University.

The Relationship Between Preference for Privacy and Social Media Usage

Purpose

This study investigates whether preferences for certain types of privacy predict the frequency and duration of social media usage as well as the moderating role of gender on these relationships.

Design/Methodology/Approach

An e-mail based survey amongst the faculty, staff, and students of a medium sized mid-western university is used to gather data regarding preferences for privacy and social media usage.  Using 530 respondents, structural equation modeling explores the relationship between the various privacy types, gender, and social media usage.   

Findings

Evidence supports a relationship between four types of privacy preferences and social media usage.  A positive relationship exists between frequency of social media usage and a preference for not neighboring. Duration of social media usage shows a negative relationship with preferences for seclusion and reserve, and surprisingly, a positive relationship with a preference for anonymity.  Gender moderates the relationship between preference for privacy and social media usage, offering evidence that intimacy, seclusion, and reserve predict social media usage for males, while not neighboring and anonymity predict usage for females.  

Originality/value

The study extends the privacy literature through investigating differential impacts of privacy preferences.  The marketing literature examines privacy as a general concept, without allowing for differences in consumers’ preferences for types of privacy. Additionally, the study shows that gender moderates the relationship between preferences for privacy and social media usage.  A second contribution is investigating the relevance of a scale, developed in an age without social media, to an era permeated in social media.  

Written by staylor57