Digital nudging and privacy: improving decisions about self-disclosure in social networks

Self-disclosure on social network sites (SNSs) constitutes a feedback necessity as well as a potential privacy risk. We integrate both perspectives by studying privacy-related factors that influence self-disclosure: perceived control, trust in provider and perceived privacy risk. We further propose the application of digital nudging as a conceptual basis for interventions that is similar to persuasion but focuses on informed and consistent decision-making. In a qualitative assessment of persuasive elements used by the SNS Facebook, we collect and present currently-used intervention and behaviour change strategies. Two privacy-related nudges are selected for a quantitative study with N = 382 in Germany. Regression analyses show effects of control, trust and risk on self-disclosure. The identified nudges aiming at a higher privacy awareness do not yield clear results. We find indications that nudges may have a converse effect, meaning that reminders to change privacy settings trigger privacy concerns. The results are discussed in respect to short- and long-term changes of perceptions. Furthermore, we propose perceived control as the best influential factor. The study contributes by depicting the current usage of persuasive elements on Facebook and studying their impact on privacy factors.