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Keywords: Millennials
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Journal Articles
Triggers and motivators of privacy protection behavior on Facebook
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2019) 33 (1): 57–72.
Published: 24 April 2019
... conducted with the Millennials. Findings Results show that the process of privacy protection is initiated by experiences, uncertainty and literacy, rather than threats, which leads to concerns that trigger PPBs. The most common PPBs include: “Reflection,” “Avoidance,” “Intervention,” “Restriction...
