The role of risk‐benefit and privacy analysis to understand different uses of social media by Generations X, Y, and Z in Indonesia

Abstract

AbstractThis research aims to analyse how perceived benefits and risks drive social media use despite the concern for privacy violations in Indonesia. The focus of the study is to investigate the pattern of social media use based on generational age groups. An approach based on the combination of Privacy Calculus Theory and Communication Privacy Management is used to explain the patterns of social media use. Privacy awareness and information manipulation help solving the constant social media use despite the concern for privacy violations. The findings show that Generation X uses social media mainly to maintain existing relationships. Generation Y uses social media for business and building self‐image. Generation Z uses social media for more varied purposes, eg, developing and maintaining connections, building self‐image, expressing thoughts and emotions, and seeking entertainment. Further research can use the proposed conceptual model as a quantitative approach to get broader perspectives on the issue and add demographic factors. Future research can also highlight the types of social media to generate more real results.