Abstract
ABSTRACT This study integrates privacy calculus and stress-coping theories to understand social media (SM) use reduction. Findings using a survey of 255 SM users show that privacy concerns are a stressor that drives adaptive coping mechanisms and later use reduction. Further, it was demonstrated that the translation of privacy calculus considerations into adaptive coping depends on privacy literacy. Moreover, adaptive coping’s impact on use reduction decreased in users addicted to, but not exhausted by SM use.
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