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Antecedents, consequences, and reducers of perceived risk in social media: A systematic literature review and directions for further research
Author(s) -
Rehman Zia Ur,
Baharun Rohaizat,
Salleh Nor Zafir Md
Publication year - 2020
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21281
Subject(s) - psychology , socialization , social media , protocol (science) , systematic review , risk perception , domain (mathematical analysis) , marketing , social psychology , computer science , business , world wide web , perception , political science , medline , medicine , mathematical analysis , alternative medicine , mathematics , pathology , neuroscience , law
The social media has become an integral part of the marketing strategy. Marketing activities are now more inclined to online social networks (OSNs) than ever before in the history of the business. More and more consumers are joining OSNs for the sake of fun, socialization, and online buying. Every user perceives some degree of risk while joining and using OSNs. The current systematic literature review gathers and synthesizes research records of the last 9 years (2010–18) on consumer perceived risks concerning OSNs. We used PRISMA as a protocol to conduct this systematic literature review. The synthesis provides a detailed account of the perceived risk factors, their antecedents and consequences, risk‐reducing strategies, and future research potential in the said domain.