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Consumers' ethical perceptions of social media analytics practices: Risks, benefits and potential outcomes

机译：消费者对社交媒体分析实践的道德观念：风险，收益和潜在结果

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摘要

The increased leveraging of social media by organizations to derive business value has created concerns about the practice of social media analytics (SMA). While SMA may be beneficial for organizations and consumers alike, there is concern that it is not practiced with ethical care. In this study, we identify and model outcomes of ethical perceptions of SMA practices and organizational trustworthiness with data collected from 316 social media users. We also examine the roles of perceived risk and benefits in facilitating, or not, these outcomes. Results show that unfavorable ethical perceptions of SMA practices and low trustworthiness lead to perceived risk of sharing information, and subsequently to unwillingness to reveal and falsification of information, as well as taking actions against organizations. We also find that perceived benefits moderate the relationship between perceived risk of sharing information and outcomes. The findings have significant theoretical implications and practical utility for organizations.
机译：组织越来越多地利用社交媒体来获取业务价值，引起了人们对社交媒体分析（SMA）实践的关注。尽管SMA可能对组织和消费者均有益，但令人担忧的是，没有认真遵守SMA的做法。在这项研究中，我们使用从316个社交媒体用户收集的数据，确定并模拟了对SMA实践和组织可信度的道德观念的结果。我们还研究了感知风险和收益在促进或不促进这些结果中的作用。结果表明，对SMA做法的不良道德观念和低可信赖性导致感知到共享信息的风险，进而导致不愿透露和篡改信息以及对组织采取行动。我们还发现，感知利益缓和了共享信息的感知风险与结果之间的关系。这些发现对组织具有重要的理论意义和实用价值。

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