Privacy concerns and social media usage continue to increase in parallel for many online consumers. While researchers have suggested the negative impact of privacy concerns on social media engagement, it is also observable that privacy concerns do not prevent users from disclosing their personal information online while using social media, in other words a privacy paradox exists. Noting this interesting discrepancy, our research investigates various factors influencing the relationship between privacy concerns and social media engagement. Privacy related factors are examined along with social media constructs as potential moderators that would explain why privacy concerns do/do not affect social media engagement. To explore these relationships, an online survey was conducted with a total of 760 US social media consumers. Results determined that privacy concerns negatively influenced social media engagement to the extent that users have privacy protection behaviors, social media trust, and social media fatigue. Interestingly, when users have high trust on social media platforms, social media engagement is more likely to increase despite privacy concerns. To increase engagement from consumers on these platforms, brands should look to establish transparent interactions with consumers that ensure data privacy and limit data surveillance.

中文翻译：

---

“我应该发帖还是鬼？”：研究隐私问题如何影响美国消费者的社交媒体参与度

对于许多在线消费者而言，隐私问题和社交媒体的使用继续同时增加。虽然研究人员提出了隐私问题对社交媒体参与的负面影响，但同样可以观察到，隐私问题并不能阻止用户在使用社交媒体时在线披露他们的个人信息，换句话说，存在隐私悖论。注意到这一有趣的差异，我们的研究调查了影响隐私问题与社交媒体参与度之间关系的各种因素。隐私相关因素与社交媒体结构一起作为潜在的调节器进行检查，这将解释为什么隐私问题会/不会影响社交媒体参与。为了探索这些关系，我们对 760 名美国社交媒体消费者进行了在线调查。结果表明，隐私问题会对社交媒体参与产生负面影响，因为用户具有隐私保护行为、社交媒体信任和社交媒体疲劳。有趣的是，当用户对社交媒体平台高度信任时，尽管存在隐私问题，社交媒体参与度更有可能增加。为了增加消费者在这些平台上的参与度，品牌应该寻求与消费者建立透明的互动，以确保数据隐私并限制数据监控。