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Analysis of Factors that Influence Customers’ Willingness to Leave Big Data Digital Footprints on Social Media: A Systematic Review of Literature

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Abstract

Big data has been discussed extensively in existing scholarly works but scant consideration is given to customers’ willingness to generate and leave big data digital footprints on social media, especially in the light of the profusely debated issue of privacy and security. The current paper endeavours to address this gap in the literature by developing a conceptual framework. In doing so, this paper conducts a systematic review of extant literature from 2002 to 2017 to identify and analyse the underlying factors that influence customers’ willingness to leave digital footprints on social media. The findings of this review reveal that personal behaviour (intrinsic psychological dispositions), technological factors (relative advantage and convenience), social influence (social interaction, social ties and social support) and privacy and security (risk, control and trust) are the key factors that influence customers’ willingness to generate and leave big data digital footprints on social media. The conceptual framework presented in this paper advances the scholarship of technology adoption and use and provides useful direction for future empirical research for both academics and practitioners.

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Authors and Affiliations

  1. University of Law Business School, London, 14 Store Street, London, WC1E 7DE, UK

    Syed Sardar Muhammad

  2. Brunel University London, London, UK

    Bidit Lal Dey

  3. Bradford School of Management, University of Bradford, Bradford, UK

    Vishanth Weerakkody

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  1. Syed Sardar Muhammad
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Correspondence to Syed Sardar Muhammad.

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Unified Theory of Acceptance and Use of Technology model (UTAUT2), which takes into account various aspects of customers’ use of technology to offer deep insights into the dynamics and kinetics of customers’ willingness to deposit digital DNA on social media

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Muhammad, S.S., Dey, B.L. & Weerakkody, V. Analysis of Factors that Influence Customers’ Willingness to Leave Big Data Digital Footprints on Social Media: A Systematic Review of Literature. Inf Syst Front 20, 559–576 (2018). https://doi.org/10.1007/s10796-017-9802-y

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