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User's Ethical Perceptions of Social Media Research: Conceptualisation and Measurement

Author(s)
Nina Michaelidou, Milena Micevski, John Cadogan
Abstract

The study examines users’ ethical perceptions of social media research focusing on the conceptualisation and development of a measure. We follow an established procedure using a mixed-method research approach to develop and validate a measure involving two studies. Five ethical dimensions are identified in study one, anonymity and ownership, exploitation, permission, vulnerable groups, and control. The dimensionality of the measure is validated in study two, while construct validity is tested. Overall, the findings of both studies indicate that the developed measure possesses good psychometric properties; thus, fully capturing ethical dimensions of social media research and offering significant theoretical and practical contributions. This line of research has implications for varied stakeholders, including social media analysts and organisations engaging in social media research practices.

Organisation(s)
Department of Marketing and International Business
External organisation(s)
Loughborough University
Journal
Journal of Business Research
Volume
124
Pages
684-694
No. of pages
11
ISSN
0148-2963
DOI
https://doi.org/10.1016/j.jbusres.2020.03.005
Publication date
2020
Peer reviewed
Yes
Austrian Fields of Science 2012
502052 Business administration, 502020 Market research
Keywords
Portal url
https://ucris.univie.ac.at/portal/en/publications/users-ethical-perceptions-of-social-media-research-conceptualisation-and-measurement(84be2ce9-ead6-443b-b2e0-a82da7b6d725).html