To Share and Protect: Using Regulatory Focus Theory to Examine the Privacy Paradox of Consumers’ Social Media Engagement and Online Privacy Protection Behaviors

Mosteller, Jill; Poddar, Amit

doi:10.1016/j.intmar.2017.02.003

To Share and Protect: Using Regulatory Focus Theory to Examine the Privacy Paradox of Consumers’ Social Media Engagement and Online Privacy Protection Behaviors

Consumers’ personal information often informs retailers’ marketing efforts in terms of creating value in the online marketplace. This study examines four factors related to consumers’ social media engagement and online privacy protection behaviors. Regulatory focus, social exchange, and marketing…