Traces of mobility: Examining location disclosure on social networks with mobile location tagging |
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| Affiliation: | 1. Department of Business Administration, Tunghai University, No. 1727, Sec. 4, Taiwan Boulevard, Xitun District, Taichung 40704, Taiwan;2. Business School, Shantou University, No. 243, Daxue Road, Shantou, Guangdong Province 515041, China;1. Wroclaw University of Science and Technology, Department of Operations Research and Business Intelligence, Wroclaw, Poland;2. Instituo Politcnico de Setbal, College of Business and Administration, Department of Marketing and Logistics, Setbal, Portugal;1. School of Management, Hangzhou Dianzi University, Hangzhou 310018, PR China;2. Information Systems Science, Department of Management, Turku School of Economics, University of Turku, Turku 20500, Finland;1. Department of Information Management, Chang Gung University, Taiwan;2. Department of Nursing, Chang Gung Memorial Hospital, Taoyuan Branch, Taiwan;3. Department of Multimedia and M-Commerce, Kainan University, No.1 Kainan Road, Taoyuan City 33857, Taiwan;4. Fung Yiu King – Wing Hang Bank Professor in Business Administration, Chair Professor of Management, and Dean of Faculty of Business, Department of Logistics and Maritime Studies, The Hong Kong Polytechnic University, Hong Kong;5. Graduate Institute of Business and Management, Chang Gung University, Taiwan;6. Department of Rehabilitation, Chang Gung Memorial Hospital, Linkou, Taiwan;7. Department of Business and Management, Ming Chi University of Technology, Taiwan, 259, Wenhua 1st Rd, Gueishan, Taoyuan 333, Taiwan |
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| Abstract: | The prevailing adoption of mobile devices has facilitated individuals’ engagement with location tagging; thus, location-based information sharing, which allows geolocation specificity and interaction on the Internet platforms, has become a popular activity in the space of social media. This spatiotemporal information provides a great potential opportunity for marketers as photos or videos shared among friends on social networking sites can be viewed as a type of word-of-mouth that may increase brand awareness and attract more users. Thus, understanding the underlying factors driving location tagging intentions provides significant value for practitioners. However, despite its importance, our understanding of this topic is limited. This research draws from social exchange theory and the theory of impression management to exemplify the underlying factors driving individuals to engage in photo or video sharing with location tagging on social media. Using an online survey, we recruited 402 users. We find that location tagging intention is driven by a facilitating route involving social benefits and functional benefits and an impeding route involving perceived risk related to privacy concerns. Our findings provide important academic and managerial implications. |
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| Keywords: | Location disclosure Location tag Social exchange theory Impression management |
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