Investigating the value of privacy on online social networks: conjoint analysis

Krasnova, Hanna; Hildebrand, Thomas; Günther, Oliver (15 December 2009). Investigating the value of privacy on online social networks: conjoint analysis. In: Thirtieth International Conference on Information Systems (ICIS 2009). Phoenix, Arizona. 15.12.-18.12.2009.

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Popularity of Online Social Networks has been recently overshadowed by the privacy problems they pose. Users are getting increasingly vigilant concerning information they disclose and are strongly opposing the use of their information for commercial purposes. Nevertheless, as long as the network is offered to users for free, providers have little choice but to generate revenue through personalized advertising to remain financially viable. Our study empirically investigates the ways out of this deadlock. Using conjoint analysis we find that privacy is indeed important for users. We identify three groups of users with different utility patterns: Unconcerned Socializers, Control-conscious Socializers and Privacy-concerned. Our results provide relevant insights into how network providers can capitalize on different user preferences by specifically addressing the needs of distinct groups in the form of various premium accounts. Overall, our study is the first attempt to assess the value of privacy in monetary terms in this context.

Item Type:

Conference or Workshop Item (Paper)


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

UniBE Contributor:

Krasnova, Hanna


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


ICIS 2009 Proceedings. Paper 173


[392] The Value of Privacy on Social Media




Rahel Winkelmann

Date Deposited:

01 May 2014 18:55

Last Modified:

25 Mar 2021 07:47

Uncontrolled Keywords:

Online Social Networks, Web 2.0, Value of Privacy, Conjoint Analysis, Cluster Analysis




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