Consumers' Ethical Perceptions of Social Media Analytics Practices: Risks, Benefits and Potential Outcomes

Nina Michaelidou*, Milena Micevski*

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review


The increased leveraging of social media by organizations to derive business value has created concerns about the practice of social media analytics (SMA). While SMA may be beneficial for organizations and consumers alike, there is concern that it is not practiced with ethical care. In this study, we identify and model outcomes of ethical perceptions of SMA practices and organizational trustworthiness with data collected from 316 social media users. We also examine the roles of perceived risk and benefits in facilitating, or not, these outcomes. Results show that unfavorable ethical perceptions of SMA practices and low trustworthiness lead to perceived risk of sharing information, and subsequently to unwillingness to reveal and falsification of information, as well as taking actions against organizations. We also find that perceived benefits moderate the relationship between perceived risk of sharing information and outcomes. The findings have significant theoretical implications and practical utility for organizations.
Original languageEnglish
JournalJournal of Business Research
Pages (from-to)576-586
Number of pages11
Publication statusPublished - Nov 2019
Externally publishedYes


  • Social media analytics
  • Ethical perceptions
  • Ethics
  • Perceived risk
  • Justice theory

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