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Consumers' ethical perceptions of social media analytics practices: risks, benefits and potential outcomes

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journal contribution
posted on 04.01.2019, 11:37 by Nina MichaelidouNina Michaelidou, Milena Micevski
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 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 Research

Volume

104

Pages

576 - 586

Citation

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

© Elsevier

Version

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

01/12/2018

Publication date

2018-12-13

ISSN

0148-2963

Language

en