American Academy of Advertising's 2025 Annual Conference

Worldwide, people are increasingly concerned about sharing their data on social media and are expressing a need for protection. Similarly, social media privacy concerns have gained societal and academic attention. Nevertheless, research on social media privacy concerns is dispersed across various domains, highlighting the need for a systematic literature review. This article provides an in-depth analysis of the academic literature (N=259) on social media privacy concerns, using the TCCM (Theory, Context, Characteristics, Methods) framework and proposes a future research agenda. Theoretically, the privacy paradox and privacy calculus are the most adopted frameworks. However, these theories are often combined with other theories, indicating a potential lack of a holistic theoretical framework. Contextually, most research focuses on North America, Asia, and Europe, with an underrepresentation of Latin America, Oceania, and Africa. A large portion of research also does not focus on a specific social media, but when they do, the most studied platforms are Facebook, Weibo, and WeChat. Characteristically, the analysis indicates that social media privacy concerns are often seen as a general concept without considering the dimensions it comprises. Methodologically, most of the studied articles adopt a quantitative approach, and more specifically cross-sectional surveys. Future studies should address these issues and limitations to improve our understanding of social media privacy concerns.

Please note: Speakers are automatically alphabetized by last name in SCHED. The speaker order here does not necessarily reflect the true authorship order of the presentation.