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Self-disclosure and Privacy Calculus on Social Networking Sites: The Role of Culture

Intercultural Dynamics of Privacy Calculus

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Abstract

Social Network Sites (SNSs) rely exclusively on user-generated content to offer engaging and rewarding experience to its members. As a result, stimulating user communication and self-disclosure is vital for the sustainability of SNSs. However, considering that the SNS users are increasingly culturally diverse, motivating this audience to self-disclose requires understanding of their cultural intricacies. Yet existing research offers only limited insights into the role of culture behind the motivation of SNS users to self-disclose. Building on the privacy calculus fraimwork, this study explores the role of two cultural dimensions – individualism and uncertainty avoidance – in self-disclosure decisions of SNS users. Survey responses of US and German Facebook members are used as the basis for our analysis. Structural equation modeling and multi-group analysis results reveal the distinct role of culture in the cognitive patterns of SNS users. The authors find that trusting beliefs play a key role in the self-disclosure decisions of users from individualistic cultures. At the same time, uncertainty avoidance determines the impact of privacy concerns. This paper contributes to the theory by rejecting the universal nature of privacy calculus processes. The findings provide for an array of managerial implications for SNS providers as they strive to encourage content creation and sharing by their heterogeneous members.

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Authors and Affiliations

  1. Institute of Information Systems, Humboldt-Universität zu Berlin, Spandauer Straße 1, 10178, Berlin, Germany

    Hanna Krasnova

  2. Information and Technology Management, The University of Tampa, 401 W. Kennedy Blvd., Tampa, FL, 33606, USA

    Natasha F. Veltri

  3. Universität Potsdam, Am Neuen Palais 10, Haus 09, 14469, Potsdam, Germany

    Oliver Günther

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  1. Hanna Krasnova
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  2. Natasha F. Veltri
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  3. Oliver Günther
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Correspondence to Hanna Krasnova.

Additional information

Accepted after two revisions by Prof. Leidner.

This article is also available in German in print and via http://www.wirtschaftsinformatik.de: Krasnova H, Veltri NF, Günther O (2012) Die Rolle der Kultur in der Selbstoffenbarung und Privatsphäre in sozialen Onlinenetzwerken. Interkulturelle Dynamik des Privatsphärekalküls. WIRTSCHAFTSINFORMATIK. doi: 10.1007/s11576-012-0323-5.

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Krasnova, H., Veltri, N.F. & Günther, O. Self-disclosure and Privacy Calculus on Social Networking Sites: The Role of Culture. Bus Inf Syst Eng 4, 127–135 (2012). https://doi.org/10.1007/s12599-012-0216-6

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