The impact of privacy concern regarding online behavioral advertising in the context of social networking sites

Presenter Information

M A Shariful Amin, University of North TexasFollow
Abhijeet Kumar, University of North TexasFollow
Vess L. Johnson, University of North TexasFollow

Paper Type

ERF

Paper Number

1239

Description

Advertising on social networking sites is a much more complicated phenomenon than on traditional broadcasting media. Recent advances in Web technologies have made it possible for advertisers to track users’ online behaviours and browsing histories thus enabling advertisements to be customized and personalized for the individual. The growing privacy concerns have created a demand for providing users with choices and control related to online behavioural advertising (OBA). Research on privacy concerns related to OBA is still limited in IS literature. This research uses privacy calculus theory (PCT) to investigate the impact of users’ privacy concerns on OBA. This study will help to establish a new viewpoint and a deeper understanding of factors influencing privacy concerns regarding OBA in the context of social networking sites. Results are expected to support previous IS research with perceived entertainment, perceived informativeness and perceive intrusiveness will have positive influences on SNSs users' acceptance-avoidance of OBA. Keywords Privacy Concerns, Social Networking Sites (SNSs), Online Behavioral Advertising (OBA), Privacy Calculus Theory (PCT).

Comments

SIG SEC

Recommended Citation

Amin, M A Shariful; Kumar, Abhijeet; and Johnson, Vess L., "The impact of privacy concern regarding online behavioral advertising in the context of social networking sites" (2022). AMCIS 2022 Proceedings. 16.
https://aisel.aisnet.org/amcis2022/sig_sec/sig_sec/16