The rapid growth in consumers' adoption of social networking sites revolutionized the marketing landscape, transforming the way brands communicate with their customers. At the same time, the widespread popularity of social networking sites raised major concerns about the privacy and security of users' personal information on these platforms. Drawing on social identity, and privacy calculus theories, this study examines the roles of consumer-social networking site relational dimensions, namely personal information disclosure and social networking sites identification as drivers of consumer brand engagement on social networking sites-hosted brand pages. We show that the extent of consumer-social networking site identification and the degree to which consumers disclose personal information on a social networking site affect their engagement with other brands hosted on that platform. Online survey data collected from a nationally representative sample of US consumers (n = 506) and empirically tested through structural equation modeling provide overall support to the proposed model. This study contributes to the literature by being the first to empirically demonstrate the spillover effects of consumer-social networking site relational attributes to online consumer brand engagement. The findings provide guidance to marketing managers seeking to increase brand engagement on social media.

中文翻译：

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社交网站上的个人信息披露

消费者对社交网站的快速增长彻底改变了营销格局，改变了品牌与客户沟通的方式。与此同时，社交网站的广泛流行引发了人们对这些平台上用户个人信息的隐私和安全的重大担忧。本研究利用社会认同和隐私演算理论，检验了消费者与社交网站关系维度的作用，即个人信息披露和社交网站识别作为消费者品牌参与社交网站托管品牌页面的驱动因素。我们表明，消费者对社交网站的识别程度以及消费者在社交网站上披露个人信息的程度会影响他们与该平台上托管的其他品牌的互动。从具有全国代表性的美国消费者样本中收集的在线调查数据（n  = 506）并通过结构方程建模进行经验测试，为所提出的模型提供整体支持。本研究首次通过实证证明消费者-社交网站关系属性对在线消费者品牌参与的溢出效应，为文献做出了贡献。这些发现为寻求增加社交媒体品牌参与度的营销经理提供了指导。