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2021 | OriginalPaper | Chapter

Consumer Information Sharing in Facebook: The Negative Role of Perceived Privacy Risk

Authors : Bui Thanh Khoa, Nguyen Duong Thuc Vi

Published in: Advances in Cyber Security

Publisher: Springer Singapore

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Abstract

The growth of social commerce has opened a new business model and enhanced electronic word-of-mouth sharing. However, how the information is shared and exchanged and how to improve consumers’ benefits based on their information sharing on social commerce is still an unexplored path. Therefore, this paper aims to identify the key factors affecting consumer information sharing on Facebook and propose solutions to improving customer engagement with the brand through information sharing on Facebook. Data were collected through a survey of 200 Facebook users in Vietnam. SPSS software was adopted to analyze the survey data. Finding reveals that extraversion, neuroticism, hedonic value, arousal, and brand love positively impact customer information sharing, and perceived privacy risk has a negative effect on the customer information sharing on the Facebook brand page. There are managerial implications regarding social media strategies for companies or brand managers to achieve better customer engagement on Facebook brand pages through information sharing.

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Title: Consumer Information Sharing in Facebook: The Negative Role of Perceived Privacy Risk
Authors: Bui Thanh Khoa
Nguyen Duong Thuc Vi
Publisher: Springer Singapore
Book: Advances in Cyber Security
Print ISBN: 978-981-16-8058-8

Electronic ISBN: 978-981-16-8059-5

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-981-16-8059-5_34

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