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Download fileConsumers' ethical perceptions of social media analytics practices: risks, benefits and potential outcomes
journal contribution
posted on 2019-01-04, 11:37 authored by Nina MichaelidouNina Michaelidou, Milena MicevskiThe 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 negative
outcomes such as, 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.
History
School
- Business and Economics
Department
- Business
Published in
Journal of Business ResearchVolume
104Pages
576 - 586Citation
MICHAELIDOU, N. and MICEVSKI, M., 2018. Consumers' ethical perceptions of social media analytics practices: risks, benefits and potential outcomes. Journal of Business Research, 104, pp.576-586.Publisher
© ElsevierVersion
- AM (Accepted Manuscript)
Publisher statement
This paper was accepted for publication in the journal Journal of Business Research and the definitive published version is available at https://doi.org/10.1016/j.jbusres.2018.12.008.Acceptance date
2018-12-01Publication date
2018-12-13ISSN
0148-2963Publisher version
Language
- en