Examining help requests on social networking sites: Integrating privacy perception and privacy calculus perspectives

作者：

Highlights：

• Examine help requests in social networking sites (SNSs) marketing campaigns.

• Privacy assurance and relationship closeness jointly determine individuals’ participation behaviors.

• Enrich literature by exploring the internal mechanism of individuals’ behaviors.

• Provide managerial guidelines for SNSs providers and merchants.

摘要

•Examine help requests in social networking sites (SNSs) marketing campaigns.•Privacy assurance and relationship closeness jointly determine individuals’ participation behaviors.•Enrich literature by exploring the internal mechanism of individuals’ behaviors.•Provide managerial guidelines for SNSs providers and merchants.

论文关键词：Help-request campaign,Privacy assurance,Relationship closeness,Privacy concern,Social reward

论文评审过程：Received 12 October 2017, Revised 28 December 2018, Accepted 5 January 2019, Available online 8 January 2019, Version of Record 13 December 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100828