One size fits all? Managing trust and privacy on social networking sites in Russia and Germany

Krasnova, Hanna; Kolesnikova, Elena; Günther, Oliver (2011). One size fits all? Managing trust and privacy on social networking sites in Russia and Germany. In: 19th European Conference on Information Systems (ECIS 2011). Helsinki, Finland. 09.06.2011 - 11.06.2011.

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When it comes to platform sustainability, mitigating user privacy concerns and enhancing trust represent two major tasks providers of Social Networking Sites (SNSs) are facing today. State-of-the-art research advocates reliance on the justice-based measures as possible means to address these challenges. However, as providers are increasingly expanding into foreign markets, the effectiveness of these measures in a cross-cultural setting is questioned. In an attempt to address this set of issues, in this study we build on the existing model to examine the impact of culture on the robustness of four justice-based means in mitigating privacy concerns and ensuring trust. Survey responses from German and Russian SNS members are used to evaluate the two structural equation models, which are then compared. We find that perceptions regarding Procedural and Informational Justice are universally important and hence should be addressed as part of the basic strategy by the SNS provider. When expanding to collectivistic countries like Russia, measures enhancing perceptions of Distributive and Interpersonal Justice can be additionally applied. Beyond practical implications, our study makes a significant contribution to the theoretical discourse on the role of culture in determining individual perceptions and behavior.

Item Type:

Conference or Workshop Item (Paper)


03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems > Information Management

UniBE Contributor:

Krasnova, Hanna


000 Computer science, knowledge & systems
300 Social sciences, sociology & anthropology > 330 Economics


[392] The Value of Privacy on Social Media




Rahel Winkelmann

Date Deposited:

24 Apr 2014 18:19

Last Modified:

21 Jul 2015 11:37

Uncontrolled Keywords:

Social Networking Sites, Culture, Justice, Structural Equation Modelling, Multi-group Analysis.




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