End-User Security & Privacy Behaviour on Social Media: Exploring Posture, Proficiency & Practice

Abstract

Security and privacy practices of end-users on social media are an important area of research, as well as a top-of-mind concern for individuals as well as organizations. In recent years, we have seen a sharp increase in data breaches and cyber security threats that have targeted social media users. Hence, it is imperative that we try to better understand factors that affect an end-user’s adoption of effective security safeguards and privacy protection practices. In this research, we propose and validate a theoretical model that posits several determinants of end-user security and privacy practices on social media. We hypothesize relationships among various cognitive, affective and behavioral factors identified under the themes of posture, proficiency, and practices. These constructs and hypotheses are validated through empirical research comprising an online survey questionnaire, and structural equation modeling (SEM) analysis. The key findings of this study highlight the importance of cyber threat awareness and social media security and privacy self-efficacy, which have a direct impact on end-user security and privacy practices. Additionally, our research shows that use of general technology applications for security and privacy impacts the adoption of security and privacy practices on social media. In totality, our research findings indicate that proficiency is a better predictor or security and privacy practices as compared to the posture of an end-user. Factors such as privacy disposition, privacy concerns, and perceived risk of privacy violations do not have as significant or direct effect on security and privacy practices. Based on our research findings, we provide some key take-aways in the form of theoretical contributions, suggestions for future research, as well as recommendations for organizational security awareness training programs.