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EMAC 2024 Annual


Do we differ in our social media activity and concern for privacy? A comparative study of Thai and UK consumers
(A2024-119369)

Published: May 28, 2024

AUTHORS

Khanyapuss Punjaisri, Mahidol University; Anabel Gutierrez, Royal Holloway University of London; Simon O'Leary, Canterbury Christ Church University

ABSTRACT

In using social media, consumers engage in various activities, such as liking, commenting, sharing, and creating content. As a result, they inevitably disclose their identity, even if it is an online persona.The additional ability to purchase brands through social media (social commerce) provides another potential benefit for those attracted to do so, but may raise concerns about privacy for other users. While brands are now able to personalise messages to motivate engagement and purchases, the emergence of data monetisation and sharing has led to tensions between technology, privacy, consumers, regulators, and firms. This paper aims to explore the links between United Kingdom (UK) and Thai consumers’ social media activities, their privacy concerns, and their perceptions of brand intrusiveness through social media advertising, on purchase intention via social commerce. The results signal that limited differences exist between how Thailand and UK consumers involve themselves in social media activities, and that active engagement reduces feelings of advertising intrusiveness and nullifies privacy concerns. However, some differences exist among those users who do have privacy concerns, and this does affect their purchase intentions, an interesting finding given that regulations surrounding online privacy are emerging at varying rates globally.