Examining Online Social Network Use and Its Effect on the Use of Privacy Settings and Profile Disclosure

Abstract

Online social networks (OSN) have become a part of our daily lives whether they are used for socialization and communication or to promote business interests. OSN have become an important tool for businesses to advertise, create brand awareness, and promote their products and services. Business use of OSN for advertising purposes is highly reliant on targeted ads which display advertisements to OSN users based on their demographics and use of OSN, apps, and websites. Thus, one of the most valuable commodities of OSN is the population of users and the information they share. To investigate the relationship between OSN site use, use of privacy settings, and how they relate to profile disclosure, a model is built based on the theory of reasoned action and the privacy calculus model. To validate the model, a survey is conducted and the results are analyzed with partial least squares. Risk and benefit were both shown to be significant antecedents of attitude. Both attitude and subjective norm, from the theory of reasoned action model, significantly affected OSN site use, while omitting intentions. OSN site use was significantly related to both profile disclosure and use of privacy settings. Last, use of privacy settings significantly affected profile disclosure. These results imply that use of privacy settings does not decrease the rate of disclosure. Giving users tools to protect their private information is important in protecting the privacy of OSN users, and it will lead to increases in safe disclosure of information helping OSN target ads effectively.