Antecedents, consequences, and reducers of perceived risk in social media: A systematic literature review and directions for further research

Abstract

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.

Reducing perceived health risk to attract hotel customers in the COVID-19 pandemic era: Focused on technology innovation for social distancing and cleanliness

“…Thus, perceived risk equals to the probability of consequences occurring, multiplied by negative consequences of poor brand choice ( Mitchell, 1992 ). Perceived risk is derived from unanticipated and uncertain consequences of an unpleasant nature resulting from product purchases ( Bauer, 1960 ; Rehman et al, 2020 ). Conceptually, perceived risk is highly associated with perceived uncertainty.…”

“…A body of research views both concepts as the same construct; perceived risk is a consumer’s subjective feeling of uncertainty ( Shimp and Bearden, 1982 ). However, other research focuses on a distinction between them; risk perception is composed of two components, such as uncertainty and adverse consequences of buying a product or service ( Mitchell, 1998 ; Rehman et al, 2020 ). The present study views uncertainty as the cause of perceived risk; higher degrees of uncertainty about products or services makes customers perceive higher degrees of risk.…”

Does Consumers’ Intention to Purchase Travel Online Differ Across Generations?

“…Literature shows that there is little empirical work that simultaneously captures the positive (success) and negative (resistance) factors that lead consumers to adopt ICT (Alalwan et al, 2018;Hult et al, 2019;Lee, 2009;Martins et al, 2014;Zhuang et al, 2018). The academic fraternity has always given less attention to behaviour deterrents (Rehman et al, 2020) and focus primarily being on the drivers (Farivar et al, 2017). Therefore, given the importance of risk in e-commerce (Pelaez et al, 2019;Samhan, 2018), perceived risk (PR) has been added to the UTAUT2 model.…”

Engaging Customers on Facebook Coffee Shops' Brand-Fan Pages

“…Social media might represent the most considerable social innovation/revolution in the history of communication, fundamentally altering how humans communicate, and the practice of public relations, journalism, advertising, marketing, and business (Kent et al, 2020). They have become an integral part of the marketing strategy (Rehman et al, 2020) and bring companies a platform for communicating, sharing ideas, showcasing their creative works, proving their talent, and finding new people of the same interest (Smruthi et al, 2019). Social networks thus restructuring communication and interactions between individuals, communities, and businesses (Hu et al, 2019).…”

“…Thus, we as customers become easily accessible, even for small businesses, for which social networks have become a critical marketing channel for building relationships with customers (Gruss et al, 2020) and spreading marketing messages. Thus, marketing activities are now more inclined to social networks than ever before in the business (Rehman et al, 2020).…”