Beyond the privacy paradox: The relevance of a uses and gratifications approach to social media

Kathryn Waite, Ian Grant, Gary Hunter

    Research output: Contribution to conferencePaperpeer-review

    Abstract

    This research draws on and develops U &G theory to explain digital identity sharing in the context of social network consumption. The research uses a survey of 249 individual to examine how privacy protection behaviours vary according to the motivations for brand engagement on a social networking site. Our findings identify three clusters “Brand Skeptics” who do not engage in commercial interaction, “Brand Value Seekers” who are inclined to interact with brands for economic reasons and “Brand Enthusiasts” who have hedonic motives. Further analysis finds that those who are Brand Value Seekers are less likely to share personal information. The findings have important implications the social media marketing of commercial brands.
    Original languageEnglish
    Publication statusPublished - 8 Jul 2013
    Event46th Academy of Marketing Conference - Wales, Cardiff, United Kingdom
    Duration: 8 Jul 201311 Jul 2013

    Conference

    Conference46th Academy of Marketing Conference
    Country/TerritoryUnited Kingdom
    CityCardiff
    Period8/07/1311/07/13

    Fingerprint

    Dive into the research topics of 'Beyond the privacy paradox: The relevance of a uses and gratifications approach to social media'. Together they form a unique fingerprint.

    Cite this