PRIVATE INFORMATION IN A SOCIAL WORLD: ASSESSING CONSUMERS' FEAR AND UNDERSTANDING OF SOCIAL MEDIA PRIVACY

As companies connect with consumers on social media, privacy becomes a significant area of concern. This research assesses consumers' understanding of social media privacy policies (CUSPP) and fear related to those policies. Study one develops a scale to measure CUSPP. Study two examines the influence of text, audio, and pictorial cues used in social media privacy policies, on consumers' CUSPP and physiologically-measured fear. Results suggest presentational cues affect CUSPP and fear of social media privacy policies. This research is among the first to use self-report and physiological measures to assess consumer understanding and emotional reactions in a social media context.