Evaluating the influence of security considerations on information dissemination via social networks

Abstract

This study investigates the factors that influence the sharing of information on social media platforms and examines the effects of perceived security, perceived privacy, and user awareness on users' trust in social media platforms, as well as the moderating effects of age, gender, educational attainment, and internet proficiency on information sharing. The study collected data from 837 social media users in Jordan and analyzed them using structural equation modeling (SEM), confirmatory factor analysis (CFA), and machine learning (ML) methods. The findings of the study indicate that perceived security, perceived privacy, and user awareness all have a significant impact on users' trust in social media platforms. Trust, in turn, has a significant impact on the amount of information shared on these platforms. Also, the findings of this study provide valuable insights into the dynamics of information sharing on social networks. This knowledge will be of interest to managers, policymakers, and developers of social media platforms. In addition, the findings of the study also have implications for the privacy and security of social media users. For example, social media users can be more careful about the information they share on social media platforms, and they can take steps to protect their privacy.