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Social networks are an indispensable activity for billions of users making them an attractive target for cyberattacks. There is however only scarce research on self-protection of individuals outside the organizational context. This study aims to address this gap by explaining what motivates individuals to self-protect on social networks. A survey (N = 274) has been conducted among Slovenian Facebook users to test the proposed social network selfprotection model. The results show that privacy concerns and perceived threats significantly affect user’s intention to self-protect. Descriptive norm only affects intention indirectly through perceived threats appearing to contradict a large body of research on behavioral intentions. “If others protect themselves, there must be a serious threat.” On the other hand, it also helps to explain why the direct effect of descriptive norm on security-related behavior is relatively small in other studies. Surveillance concerns, regulation and information sensitivity all significantly affect privacy concerns.Although privacy concerns are currently high due to the recent high-profile privacy-related scandals (e.g., Cambridge Analytica, Facebook, Google+), it may not affect the motivation of users to self-protect as they dealt with issues far beyond their control. Journal of Cyber Security and Mobility, Vol. 8 4, 467–492. doi: 10.13052/jcsm2245-1439.844 This is an Open Access publication. c © 2019 the Author(s). All rights reserved.

Social Network Self-Protection Model:What Motivates Users to Self-Protect?