Generation Z's perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F24%3AN0000017" target="_blank" >RIV/04130081:_____/24:N0000017 - isvavai.cz</a>

Výsledek na webu

<a href="https://journals.economic-research.pl/oc/article/view/2956" target="_blank" >https://journals.economic-research.pl/oc/article/view/2956</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.24136/oc.2956" target="_blank" >10.24136/oc.2956</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Generation Z's perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness

Popis výsledku v původním jazyce

Research background: Consumers frequently exchange personal data for limited benefits from digital services, despite privacy concerns. This data enables digital providers to tailor content and enhance marketing communication, and digital services' effectiveness and efficiency. Purpose of the article: Utilizing the principles of privacy calculus theory, this study aims to identify how attitudes towards advertising (ATT), perception of advertising credibility (CRE), consumer susceptibility to interpersonal (II) and reference group influence (RGI), social isolation (SI) and social anxiety (SA) influence the willingness of Generation Z to disclose personal information on social media derived from the Generation Z privacy concerns (PC) and develop a prediction model for such behavior. Methods: Data was gathered using an online self-administered questionnaire from a sample of 451 Generation Z individuals. A non-random convenient sampling technique and binary logistic regression were used to quantify the influence of selected independent variables on the dispersion of values in the dependent variable under investigation. Findings & value added: The results highlight that Generation Z's self-disclosure willingness on social media is significantly influenced by attitudes toward advertising and consumer susceptibility to reference group influence. The effect of social isolation was also close to the required level of statistical significance. It means that positive attitudes towards advertising and high susceptibility to influence from reference groups enhance the probability of personal information disclosure. Being one of the few studies to address factors that influence the willingness of Generation Z to disclose personal information on social media, this study stands out for its holistic approach. Thus, combining various interconnected elements provides a fresh perspective to comprehend the intricate dynamics of Generation Z's relationship with privacy on social media.

Název v anglickém jazyce

Generation Z's perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness

Popis výsledku anglicky

Research background: Consumers frequently exchange personal data for limited benefits from digital services, despite privacy concerns. This data enables digital providers to tailor content and enhance marketing communication, and digital services' effectiveness and efficiency. Purpose of the article: Utilizing the principles of privacy calculus theory, this study aims to identify how attitudes towards advertising (ATT), perception of advertising credibility (CRE), consumer susceptibility to interpersonal (II) and reference group influence (RGI), social isolation (SI) and social anxiety (SA) influence the willingness of Generation Z to disclose personal information on social media derived from the Generation Z privacy concerns (PC) and develop a prediction model for such behavior. Methods: Data was gathered using an online self-administered questionnaire from a sample of 451 Generation Z individuals. A non-random convenient sampling technique and binary logistic regression were used to quantify the influence of selected independent variables on the dispersion of values in the dependent variable under investigation. Findings & value added: The results highlight that Generation Z's self-disclosure willingness on social media is significantly influenced by attitudes toward advertising and consumer susceptibility to reference group influence. The effect of social isolation was also close to the required level of statistical significance. It means that positive attitudes towards advertising and high susceptibility to influence from reference groups enhance the probability of personal information disclosure. Being one of the few studies to address factors that influence the willingness of Generation Z to disclose personal information on social media, this study stands out for its holistic approach. Thus, combining various interconnected elements provides a fresh perspective to comprehend the intricate dynamics of Generation Z's relationship with privacy on social media.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50502 - Criminology, penology

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

OECONOMIA COPERNICANA

ISSN

2083-1277

e-ISSN

2353-1827

Svazek periodika

15

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

38

Strana od-do

229-266

Kód UT WoS článku

001198847600004

EID výsledku v databázi Scopus

2-s2.0-85196769147