Catch-22 of Ethical Social Media: Balancing Privacy, Anonymity, and Self-Disclosure in User Engagement
摘要
On social networks, users have different ways to interact with each other and engage. Engagement becomes difficult if people’s identities are hidden or when they do not self-disclose their information. This research examines the trade-offs among anonymity, disclosure, and privacy concerns (ADP) in SNAs and their influence on engagement and use (i.e., privacy triple tradeoff). By evaluating the privacy-focused social networking app “Sociabile,” designed to protect user data and minimize privacy risks, this study explores how perceived anonymity influences users’ privacy concerns, engagement, and intensity of use. We tested the proposed model using a survey at two stages (initial use and continued use) combined with server-side data from the mobile app provider, which was used to objectively measure the breadth of users’ self-disclosure at the profile level. Findings suggest that while perceived anonymity reduces privacy concerns and enhances engagement, self-disclosure inversely affects engagement and use intensity. The study also highlights that privacy concerns significantly influence the depth of platform use, even in a privacy-centric environment like Sociabile. These insights demonstrate that privacy-based SNAs can offer an alternative to mainstream platforms, providing a niche space where user data is not exploited, thereby fostering user trust and ethical engagement. The results extend existing privacy theories by introducing new perspectives on user interaction in social networks that prioritize privacy.