Grabner-Kräuter, Sonja
January 2010
AMA Winter Educators' Conference Proceedings;2010, Vol. 21, p313
Conference Proceeding
Online social networks are becoming increasingly important not only as venues for individuals to communicate and present themselves but also as marketing and advertising vehicles. Millions of participants reveal stunning amounts of private information in an environment that is largely devoid of security standards and practices. This paper addresses the pivotal question why social network users are being so trusting. A conceptual framework that facilitates the identification of key issues related to trust in Web 2.0 networks is presented. Thus the paper contributes to a better understanding of factors that influence adoption and usage of social network sites.


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