Consumers’ willingness to share digital footprints on social media: the role of affective trust

Abstract

Copyright © 2022, Emerald Publishing Limited. Purpose Despite consumers' widespread use of social media platforms, there is scant research on the underlying factors that influence their willingness to share digital footprints on social media. The purpose of this study is to address this research gap by examining consumers' cognitive and affective attitudes simultaneously. Design/methodology/approach This research used quantitative method by using online survey administered to a sample of 733 social media users. Findings The findings indicate both cognitive and affective attitudes jointly influence consumers' behavioural intentions with trust as a key construct mediating the relationship between attitudinal antecedents and consumers' willingness to share digital footprints on social media. Research limitations/implications This study contributes to the information systems (IS) literature by offering a comprehensive framework constituting the joint attitudinal components as antecedents to consumers' behavioural intention for sharing digital footprints while trust works as a mediator. Practical implications This paper has important managerial implications. It helps marketers and IS managers in profiling consumers, understanding consumption patterns, sharing of digital footprints, which are useful for effective market segmentation, product development and future design of social media platforms. It informs social media providers of the importance of not only focussing on functional aspects but also underscores the essence of paying attention to consumers' affect towards social media platforms, especially trust. Originality/value The paper presents an original framework that explains the influence of joint attitudinal components on behavioural intention, with trust as a mediator.