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Paper Type
Complete
Description
Social media provides great opportunities to engage with content based on commenting or liking. Especially confirmation bias was found to be highly influential in engaging with content. However, social media also imposes privacy risks on its users. Past research found that trust in the platform facilitates, while privacy risk beliefs reduce engagement on social media. However, research did not address how confirmation bias interacts with privacy concepts on social media. To address this research gap, we conducted a scenario-based study and manipulated confirmation bias in the context of COVID-19 vaccination. The results show that privacy risk beliefs are heavily diminished under confirmation bias to the point where trusting beliefs dominate. We provide a novel view of the influence on commenting and liking by entangling another piece of the privacy paradox.
Paper Number
1785
Recommended Citation
Haug, Maximilian and Gewald, Heiko, "Privacy is Important! Or not? – Commenting and Liking Under Confirmation Bias on Social Media" (2023). AMCIS 2023 Proceedings. 11.
https://aisel.aisnet.org/amcis2023/vcc/vcc/11
Privacy is Important! Or not? – Commenting and Liking Under Confirmation Bias on Social Media
Social media provides great opportunities to engage with content based on commenting or liking. Especially confirmation bias was found to be highly influential in engaging with content. However, social media also imposes privacy risks on its users. Past research found that trust in the platform facilitates, while privacy risk beliefs reduce engagement on social media. However, research did not address how confirmation bias interacts with privacy concepts on social media. To address this research gap, we conducted a scenario-based study and manipulated confirmation bias in the context of COVID-19 vaccination. The results show that privacy risk beliefs are heavily diminished under confirmation bias to the point where trusting beliefs dominate. We provide a novel view of the influence on commenting and liking by entangling another piece of the privacy paradox.
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