Social media privacy and security concerns: Trust and awareness

Abstract

This study sought to build two prediction models to find out 1) which predictor variables, i.e., social media privacy concerns and social media security concerns are most influential in predicting social media user trust and 2) which predictor variables, i.e., social media privacy concerns and social media security concerns are most influential in predicting social media user awareness. An instrument with four constructs was used to collect data from college students who were studying in the field of information technology. Collected data were analyzed through multiple regression analyses. Results for the first model indicated that both predictor variables were significant in predicting social media user trust, with privacy concerns being the most influential predictor variable followed by social media security concerns. Results for the second model indicated that both predictor variables were significant in predicting social media user awareness, with privacy concerns being the most influential predictor variable followed by social media security concerns. These findings are discussed, and recommendations are made for both practice and future research.