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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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Understanding Privacy Concerns and Behavioral Intentions on Social Media: Exploring the Role of Marketing Comfort and the Potential of Blockchain Solutions

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Najib, Elias ULiège
Promotor(s) : Standaert, Willem ULiège
Date of defense : 4-Sep-2023/8-Sep-2023 • Permalink : http://hdl.handle.net/2268.2/18678
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Title : Understanding Privacy Concerns and Behavioral Intentions on Social Media: Exploring the Role of Marketing Comfort and the Potential of Blockchain Solutions
Author : Najib, Elias ULiège
Date of defense  : 4-Sep-2023/8-Sep-2023
Advisor(s) : Standaert, Willem ULiège
Committee's member(s) : Neysen, Nicolas ULiège
Language : English
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[fr] In the era of digital connectivity, the widespread use of social media platforms has raised critical concerns about users' information privacy and the implications for their behavioral intentions. This research aims to unravel the intricate relationship between concerns for social media information privacy, users' behavioral intentions, and the mediating role of marketing comfort. Through a quantitative causal study involving an online survey, the study dives into these dynamics while exploring the potential of blockchain technology to address privacy issues.


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  • Najib, Elias ULiège Université de Liège > Master sc. gest., à fin.

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  • Total number of views 67
  • Total number of downloads 73










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