Post-Hoc Analysis
We further investigated hypotheses 6 and 7 that were not supported in our model. Based on our results, an individual’s information privacy concern was not a significant factor when it came to app engagement with friends, but it was for tagging. In contrast, the perceived effectiveness of Facebook’s privacy policy was a significant factor in app engagement with friends, but not in tagging. In our post-hoc analysis, we further investigate these results.
While tagging and apps are two ways individuals engage with their friends on Facebook, there are clear differences between how the engagement occurs. Tagging between friends is transparent to the individuals involved. When a friend tags another in a photo or post, that friend either receives a request to review the tag, a notification that they were tagged, or, in the very least, sees the photo or post they were tagged in on their timeline the next time they log in to
Facebook. However, confidant disclosures through apps can be less transparent. While individuals understand direct engagement with friends through games, they are less aware that friends can share their information through apps even if they do not use the app themselves.