Journal
PSYCHOLOGY & MARKETING
Volume 37, Issue 1, Pages 74-86Publisher
WILEY
DOI: 10.1002/mar.21281
Keywords
online social networks; perceived risk; perceived risk reducers; privacy; social media
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The social media has become an integral part of the marketing strategy. Marketing activities are now more inclined to online social networks (OSNs) than ever before in the history of the business. More and more consumers are joining OSNs for the sake of fun, socialization, and online buying. Every user perceives some degree of risk while joining and using OSNs. The current systematic literature review gathers and synthesizes research records of the last 9 years (2010-18) on consumer perceived risks concerning OSNs. We used PRISMA as a protocol to conduct this systematic literature review. The synthesis provides a detailed account of the perceived risk factors, their antecedents and consequences, risk-reducing strategies, and future research potential in the said domain.
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