Abstract

Purpose The popularity of Facebook photo sharing has not only seen a surge in the number of photos shared but also has raised various issues concerning user privacy and self-disclosure. Recent literature has documented the increasing interest of the research community in understanding various privacy issues concerning self-disclosures on Facebook. However, little is known about how different privacy issues, trust and activity influence users’ intentions to share photos on Facebook. To bridge this gap, a research model was developed and tested to better understand the impact of privacy concerns, privacy awareness and privacy-seeking on trust and actual photo sharing activity and subsequently on photo sharing intentions. This study aims to examine the consequences of various facets of privacy associated with photo sharing activity on Facebook. Design/methodology/approach A cross-sectional data from 378 respondents were collected and analysed using partial least squares modelling. Findings The results revealed a significant relationship between various aspects of privacy, including awareness and protective behaviour, with trust and activity. Furthermore, trust and users’ photo sharing activity significantly impact photo sharing intentions on Facebook. Originality/value This study contributes new knowledge concerning various privacy issues and their impact on photo sharing activity and trust. The study also proposes implications that are highly relevant for social networking sites, media agencies and organisations involved in safeguarding the privacy of online users.